Donear Group, India’s leading lifestyle and fashion conglomerate, has made a significant splash in the global fashion scene with the introduction of Neo Stretch fabric, acclaimed as the world's best 4-way stretch material. This innovative fabric stands out for its exceptional comfort and flexibility. Celebrating this achievement, Donear launched an electrifying music video campaign that utilizes the universal appeal of music to highlight the versatility of Neo Stretch.
In a production full of vibrancy, the campaign showcased the talents of actors Tiger Shroff, Natasha Bharadwaj, and influencer Jannat Zubair Rahmani. Directed by Mihir Gulati and produced by DreamsVaultMedia and BANG ON Films for DONEAR STUDIOS, the music video, "Freedom to Move," captures the essence of unrestricted motion. This production was not just about creating a melody but about crafting a musical experience that extended an invitation to move freely. It quickly captured the audience's attention, going viral and garnering over 5 million views on YouTube—check it out here.
The campaign's success was further amplified through social media, where the Hook Step Challenge, propelled by influencers such as Mukti Mohan and Awez Darbar, became a sensation. The challenge reached over 1 crore views on Instagram, consistently trending for three weeks and highlighting the campaign's extensive reach and impact.
Tiger Shroff expressed his enthusiasm for the collaboration, stating, “I'm absolutely thrilled to be a part of the 'Freedom To Move' project. This track is a celebration of comfort, allowing me to express myself through the seamless fusion of music and effortless movement. Personally, as someone who incorporates stretching into my pre-performance routine and gymnastics, Neo Stretch has been a game-changer. It eliminates any concerns about comfort, allowing me to stretch according to my flexibility. I'm genuinely excited and can't wait for everyone to experience the infectious energy we've collectively infused into the track."
Mr. Rajendra V. Agarwal, Managing Director of Donear Industries Ltd., and Aakash Mishra, AVP Group Brand Marketing, shared their insights on the strategic alignment and aspirations for Neo Stretch fabric. Mr. Agarwal highlighted the natural synergy between Tiger Shroff’s dynamic energy and the innovative qualities of Neo Stretch, stating, "Choosing Tiger as the brand ambassador was a natural fit. His dynamic energy and effortless style resonate with the essence of Neo Stretch. This fabric represents our commitment to quality and our relentless pursuit of redefining comfort and fashion in textiles."
Adding to this, Mr. Mishra emphasized the campaign's intention to revolutionize specialty fabrics, noting, "The ‘Freedom To Move’ campaign aims to position Neo Stretch at the forefront of fashion innovation. We envision Neo Stretch as the heartbeat of fashion, where every step is a statement and every move expresses absolute freedom. This initiative marks the beginning of an exciting journey of innovation and creativity in the textile industry." Together, their statements reflect Donear Group’s strategic approach to merging technological innovation with market trends to redefine textile standards.
