Online fashion brand FabAlley has recently launched a disruptive campaign #Unfollow, featuring comedienne Radhika Vaz. The campaign has been created by Jack in the Box Worldwide, which is the digital agency brand of The 120 Media Collective.

The campaign has been creating quite a stir on social media. The bold campaign, touted as one of the most bold and non-conforming in recent times, has crossed two lakh views for its launch video – What the F**k Should I Wear alone, so far.

The What the F**k Should I Wear video features a buck naked, angsty rant from Radhika, denouncing the sartorial pressures and stereotypes that women are expected to conform to. It encourages women to be comfortable in their own skin and to #unfollow anything that pulls them down for their choices. It discredits the banal connotations attached to fashion and establishes FabAlley as the shopping destination for quirky, smart and compelling women everywhere. 

The digital video campaign, created and produced by Jack in the Box Worldwide, comprises five videos - the launch video, What the F**k Should I Wear, which marked the beginning of shock and awe value among the audience, #Unfollow Uncomfortable, #Unfollow Pain, #Unfollow Fad and #Unfollow Skinny. Each one of these videos is equally provocative with an objective to amplify the effect of the brand’s message.

A digital focused campaign, #Unfollow is currently being promoted on Facebook, Twitter, Instagram and YouTube. As part of its Twitter strategy, the brand also launched the #BeAnUnfollower contest, asking people to #unfollow things they don’t like.

Here are some of the great responses they got on Twitter:

Tanvi Malik, Co-founder, FabAlley said, “Today, there are too many people telling us what to do, when to do it, how to do it and what to wear while doing it. Our campaign aims at encouraging young women everywhere to be Un-Everything. We want them to not be bogged down by what’s considered right or wrong in life. And in Fashion. We wish to assure her that nothing is worth her peace of mind or self-esteem. We want her to #unfollow.”

"Unfollow is about challenging the conventional lens of beauty and the clichés associated with it. Beauty is about retaining your individuality and appearance is something you build on top of it. Through this campaign, we wanted this message to come out loud and clear. The strategic objective of this campaign is to give a voice and a personality to FabAlley, especially, considering that most of the e-com start-ups only focus on a discounting or a transactional method”, added Abhishek Razdan, Executive Vice President & National Business Head, Jack in the Box Worldwide.