CALAE, India’s plus size clothing brand’s new digital campaign believes beauty comes in all shapes and sizes!

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CALAE, is India’s plus size clothing brand for the bold, curvy and style-oriented women. It is a one stop shop for all kinds of plus size clothing.

They have launched a new digital campaign the idea conceived by SoCheers Infotech, that reinforces that beauty comes in all shapes & sizes and being beautiful comes from within.It aims in reaching out to women and empower them, build confidence among the plus size women.

The Ad starts off with Rhea who is being interviewed by the editor of a high profile fashion magazine. The editor, is with fashion model almost everyday and believes that anyone working in fashion industry has to have the runaway looks.Whereas Rhea is far from fitting into his perception of being perfect. Over few Q&A sessions she manages to change his perception and convinces him that that beauty comes in all sizes.

This beautiful innovative campaign was shot by Once upon a Film production.

Mr Mehul Gupta,CoFounder, SoCheers Infotech feels that this campaign will break the barrier on the fact that being fat is not beautiful. This will make the Indian women comfortable and create a level of self assurance that beauty lies within.Yash Shah, Business Head, CALAE and his team believes beauty does comes in all shapes & sizes and they want to re-define the idea of a “perfect-size” .


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