Vardaan  - CarryMinati x Arcric Fox

 Conceptualisation | Screenplay 

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Being a brand that believes in the power of creativity and smart integration, Arctic Fox came up with a denim jacket with an inbuilt mask. The aim was to position the jacket as a symbol of self-belief.

 

Throughout history, youngsters have rallied behind powerful symbols to voice their opinions and challenge the status quo. These symbols represent bold ideas and concepts that the youth have stood for. The idea was to let our hoodie be one of the symbols. The ones who wear this hoodie are those who relentlessly chase their dreams and do not let anything come in their way.

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We decided to package this idea as a rap song as this format of music not only does justice to the message, but is also very popular among the audience the brand caters to. The music video is based on the story of our brand ambassador, CarryMinati, who is the perfect embodiment of this thought. He wrote the song himself and his brother and music producer Wily Frenzy did the composition.

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Once the film was launched, the film garnered around 53 million views on Youtube and over 90,000 comments. The film continued to trend on #1 on Youtube for 2 days. The audience loved the emotional approach and thousands of reaction videos started popping up. Here's a glimpse of the reaction we got:

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