Zeel's new film breaks the rainwear mold
HighlightsZeel Climate Clothing's latest digital campaign takes an innovative approach, showcasing rainwear as both functional and stylish amidst the monsoon chaos in urban settings. The campaign marks a significant shift in Zeel's messaging, moving from utility-focused slogans to a more emotionally driven narrative with the 'Be Rain Ready' platform, promoting confidence and boldness in embracing the rain. Conceptualized by AlphaX, the campaign features high-energy storytelling and is tailored for digital platforms, emphasizing the brand's creative vision through unexpected scenarios and vibrant visuals.
As the rains begin to pour across the country,
Zeel Climate Clothing
, India's
rainwear
brand, is making a splash this time, in the world of fashion and digital storytelling. Their newest
digital campaign
gives the typical rain-soaked city chase an unexpected twist. What starts as a tense pursuit ends in an unexpected compliment not for the couple, but for their rainwear.
Set in the heart of the city, the film follows a young protagonist in
Zeel
's latest rainwear, weaving through monsoon chaos with ease. From dodging traffic to gliding past puddles, it delivers a clear message: rainwear can be functional and unapologetically stylish.
The campaign is the latest step in Zeel's brand journey, moving from functional messaging like
Sadaa Sukhe Raho
and Designed for Motion to the emotionally driven and action-oriented Be Rain Ready platform. It signals a shift from purely utility-based communication to style-led storytelling.
'We're not just protecting people from the rain — we're giving them the confidence to stand out in it,' saod Rohit Trivedi, director, Zeel Climate Clothing.
'Be rain ready is more than just a seasonal prompt — it's a fresh mindset. It's about helping consumers embrace the monsoon with colour, style, and boldness,' added Bhavika Madhyani, brand manager, Zeel Climate Clothing.
Conceptualised by AlphaX, a young creative agency based in Mumbai, the campaign is crafted for digital-first viewing featuring high-energy storytelling, bold visuals, and short-format versions optimised for Instagram, YouTube, and other social platforms.
Dorothy Rebello, co-founder, AlphaX added, 'The idea was to merge everyday scenarios with unexpected twists, highlighting Zeel as the hero. The juxtaposition of a tense chase ending in a fashion compliment underscores the brand's message.'
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