Subculture is a groundbreaking fashion brand in India that dares to introduce fetish fashion in the exponentially growing, and recently flourishing market of India.
Based in the culturally opulent city of Jaipur, Subculture is more than just a provider of accessories, it’s a lifestyle.
“Wow this is a proper ‘Movie’ movie about me and the brand!”
- Randhir Singh (Founder of Subculture)
THE SUBCULTURE STORY
Our collaboration involved an effective, half day shoot that birthed a multiple festival nominated short documentary unveiling the life of the charming and enigmatic founder Randhir Pratap Singh.
The film, very different from their usual ad campaigns, provides a more down to earth and intimate look into the forming and running of the brand, adding a layer of authenticity and giving their customer a relatable story.
The Subculture Story available to view here - courtesy of Leather Subculture and Randhir Pratap Singh.
We also provided them with social media edits crafted from unused bits of the interview, that gave their audience a quick look into the process and formation of their favorite brand.
These videos ended up becoming some of the brand’s best performing content, and directly lead to a sizeable increase in both discovery, sales and conversions.
Our ongoing collaboration with them means that their audience is about to get a whole lot more.