Supari Studios curates 3 quirky content films for The Souled Store’s latest


collection line “Supima”

Each video is sharp, to the point and individually highlights the 3 principal attributes of the new

collection using humour and wit

Nationwide Release, 18 th July 2022: Modern media network Kulfi Collective’s award-winning
branded content arm – Supari Studios – has collaborated with prominent casual apparel brand
The Souled Store for a campaign for the latter’s latest ‘Supima tee-shirt collection.’ To highlight
the collection’s USP of perfect fit, durability and softness, the content studio conceptualised and
created 3 engaging bite-sized videos and features digital personalities Shayan Roy and Govind
From being a place solely known for superhero tees and fandom merchandise, The Souled Store
has expanded to include a variety of clothing in its line-up to become the choice of apparel for
GenZ and Millennials. The brand’s latest Supima collection is known for its fun designs, fabric
and comfort. Furthermore, through this collection, The Souled Store aims to overturn the
narrative that “basic” reflects a ‘no efforts put in’ sentiment by revamping the term into a
positive state of mind while also instilling a sense of belonging, freedom and comfort.
In sync with this thought process, Supari Studios has crafted 3 short-form video content
individually showcasing the three prime features of the Supima collection in a way that attracts
the GenZ and Millennial audiences. However, to encompass it all engagingly within only 15
seconds, the team decided to keep the script simple, short and precise but all the same – making
it quirky, witty and humorous. And this resulted in the three videos with a GenZ version of
Ramesh-Suresh – Ajay (Shayan Roy) and Vijay (Govind Menon) – repeating each attribute of
Supima tee-shirts by using escalation as a medium in every scene.
Link to video 1:
Link to video 2:
Link to video 3:
Talking about the project, Victor Daruwala – Creative Director – Supari Studios, said “Most
ads have the creative liberty of time duration when it comes to delivering their message. We, on the
other hand, had a hard stop of 15 seconds to say what we had to say. This made it challenging as
well as interesting for our creative team to take a crack at, and the result was nothing short of
genius. We managed to say what we had to by saying less, focussing on key product attributes, and
using humour alongside a quick snappy edit to deliver the message.”
Sujoy Dutta, SVP, Marketing of The Souled Stored mentioned “We had a great time
partnering with Supari Studios on our campaign for Souled Store’s Supima t-shirts. They showed
the functional benefits of the range in a way that was engaging and showcased Souled Store’s
warm, endearing personality. We didn’t have to choose between creativity and business objectives,
which we loved.”

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