This brief outlines the campaign direction for Manali Jagtap’s Summer 2025 collection, JUGNI. The collection was brought to life through an indoor shoot designed around a playful, floral atmosphere. The set featured soft flower décor with bright, sun-inspired lighting to reflect the freshness and lightness of the collection. Makeup and hair were kept natural and radiant, taking cues from the floral essence and the delicate prints used in the garments. The direction focused on shaping a warm, airy visual story capturing the movement, charm, and youthful energy of JUGNI while ensuring each frame stayed true to its contemporary, free-spirited identity.
The campaign assets highlight the creative direction established for the collection, focusing on elegance, structure, and brand authenticity. Visuals were planned to ensure consistency across platforms, maintaining a unified tone through styling, framing, and narrative flow.
The launch of Manali Jagtap’s new brand store, the first physical campaign was created to build curiosity and guide the audience from subtle discovery to a clear reveal. The approach used everyday moments and soft storytelling to introduce the store in a natural, lifestyle driven way.
The first video was shot inside a café and designed as a hint-based pre-launch announcement. The storyline followed a girl walking into the café, settling in with her coffee, and opening a newspaper that featured a custom Manali Jagtap headline announcing a new fashion destination coming to Bandra.
The film focused on creating curiosity without revealing the store directly, using a soft, cinematic tone to build anticipation.
The second video continued the story, still without revealing the store. It showed the same girl walking through a recognisable Bandra street, dressed in Manali Jagtap’s pieces and holding multiple MJ shopping bags.
This film acted as a directional clue signalling the location, elevating the anticipation, and reinforcing the brand identity through wardrobe, styling, and movement.
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