By A Correspondent
Imara, the celebrity fashion line founded by Universal Sportsbiz Pvt. Ltd (USPL) has launched ‘Fashion your own world’, its latest national brand campaign on the launch of its A/W 16 collection. The AW 16 Imara collection emphasises on the fact “you create your world.â€
The imagery draws inspiration from nature – the visuals transport Shraddha Kapoor, the brand ambassador to the lands of oysters, butterflies and fireflies. The central theme of the campaign is to empower women that they make their own choices and should stick to it and never let anyone ever influence their life changing decisions. The campaign consists of three visual narratives. Each of these narratives depicts Shraddha in various avatars, confident and fearless. The message is for the contemporary women – to be confident, have an opinion, and to stand up for one’s own belief system.
Commented Anjana Reddy, CEO, Universal Sportsbiz:  “Imara has carved out a space for itself with breathtaking imagery that celebrates the power of women who live life on their own terms. This season, we continue Imara’s journey with Shraddha Kapoor, showing the Imara woman fashioning her own world.â€
Said Orko Basu, Creative Director, Fisheye, the creative agency which manages Imara: “The spirit of Imara has always manifested itself in strong women. For Autumn/Winter 2016, we decided to focus on festive, celebratory images that showcase Shraddha Kapoor using nature to bring light and joy to the world around her.â€