Hyderabad-based Nobero, a travel-focused fash-leisure brand under the Aditya Birla Group's TMRW House of Brands, has undergone a relaunch emphasizing global trends and a fusion of fashion and comfort. Specializing in crafting apparel ranges that prioritize both style and comfort, Nobero seeks to redefine the narrative around the 9-9 lifestyle with its digital-first campaign, "The Other Side is Calling." The campaign, led by a critical exploration of the typical 9-9 routine, serves as a catalyst for breaking away from the 'Always On' mode, transporting the audience to serene mountain landscapes, the vibrant atmosphere of a concert, or the joy of street photography. The narrative encourages everyone to explore a life beyond the screens that dominate daily existence.

Prashanth Aluru, CEO and co-founder of TMRW House of Brands, explained, “Our research on Nobero revealed the ‘social traveller’ identity that Millennials often relate to. Nobero’s capability in successfully marrying fashion and comfort allowed them to create a product offering that suits this TG to perfection. In our campaign, we have picked up this insight to create a short-form video first content that has a high resonance amongst millennials.”

Karthik Venkat, co-founder and marketing, Nobero, added, “With time we have elevated this range further to what we call fash-leisure now. As the next step in our growth journey, we felt the need to establish a higher emotional connection with our consumers, which got us to create our campaign.”

Ahsan Khan, co-founder, Reels Room, commented, “Our challenge was to build an idea that's true to the format (social-first) with engaging and impactful storytelling, so we focused on three Ts- twist, track and transition. Shiv, co-founder, Reels Room has directed these reels with his distinctive visual storytelling.”