127 comments

Ya's picture
Ya
161 pencils

no woman would like to see herself as an elephant

Guest's picture
Guest

every woman would like to see that

TRICKY's picture
TRICKY
3950 pencils

unless she is an indian then again its "indian culture related"

The man who stops advertising to save money is like the man who stops the clock to save time

Guest's picture
Guest

WHAT ON EARTH YOU MEAN "UNLESS SHE'S AN INDIAN" YOU FOOL?
A-most of the beauty contests are won by indian woman in the world.

B-fat woman are women too. and yes there are fat people found all around the world. and nothing wrong in being fat. ok. or want more?

TRICKY's picture
TRICKY
3950 pencils

i guess your moma didn't teach you to behave or respect other people's opinion but its alright i can see that you are hot tempered and very impulsive this is why i will take the time to respond
A- really?
B- it wasnt me who created a layout which compared fat women to elephant

so are you still fat angry?

The man who stops advertising to save money is like the man who stops the clock to save time

Guest's picture
Guest

I am not angry. its your comment not the layout for god's sake.
i guess you mom gave up trying to teach you manners and respect culture

Guest's picture
Guest

son of a bitch (look like)

sneakyhands's picture
sneakyhands
1857 pencils

i'd say it's more plus size related, with a little ladies only kama sutra thrown in. how it's supposed to sell jeans is beyond me.

jai hind's picture
jai hind
356 pencils

phaarh daala re, it rocks, kudos to art-director

jai hind
art director

Guest's picture
Guest

I am sure the art director 'sunmati singh' is an extremely fat woman herself :-)

Guest's picture
Guest

YEAH AND YOU A BALL LESS BALDY HIDING BEHIND A NAMELESSS COMMENT.

Guest's picture
Guest

Sorry to hurt you, Sunmati....this just proves you ARE a fatso who sits on an armless chair :-)

Guest's picture
Guest

Not sure how many plus size women want to be compared to an damn elephant. I am thinking Sumati, Charu, Achintra and Hari are all BOYS NAMES.

phildesignart's picture
phildesignart
248 pencils

I have to agree with our guest. I am also not sure about comparison of plus size women to elephants but the artwork is fantastic.

Guest's picture
Guest

i think it is more about reflecting the inner beauty of women in plus sizes. I am one. And i love it

SHRUTI

Guest's picture
Guest

amazing wrk guys....keep it up
aviraal singh

Guest's picture
Guest

so much of effort for an ad.... wow!!!!! amazing ART!!!! hats off guys!!!

Toro's picture
Toro
1031 pencils

It looks beautiful but this is so rude. Would Indian women like this?

Guest's picture
Guest

Brilliant!

Guest's picture
Guest

Nice work...it's different

Guest's picture
Guest

ugh

Guest's picture
Guest

People...you will strike the wrong chord with your TA..comparing them to an elephant!!! Like the Art though

Guest's picture
Guest

looks like you did not understand the ad.

Guest's picture
Guest

absolutely agree. those are the type of comments when people just doesn't get it.

Guest's picture
Guest

girl on girl

slip's picture
slip
919 pencils

I think in this case the elephant represents empowerment not a fat ass pun. love the artwork :)

SJB

Guest's picture
Guest

just change the logo to Levis, plus size.

Guest's picture
Guest

brilliant!!!

Guest's picture
Guest

brilliant!!!

Guest's picture
Guest

Guys, when commenting on your own work, don't go overboard. This is so far from brilliant it is ridiculous. You are saying that your audience are as fat as elephants?!?!?! Is it just me, or is there some amazing bad work being posted at the moment?

clearsky1989's picture
clearsky1989
429 pencils

It is just you.

karan raghav's picture
karan raghav
210 pencils

good art work

Guest's picture
Guest

wat u sayin man.. this is not derogatory at all..... in fact goes to prove the strength of the new age women.........

Guest's picture
Guest

art work is great.

abut as we know

we are not selling art work.

Guest's picture
Guest

There's absolutley no denying that the size has been emphazied on.... but is that not the point.
It in a very classy manner indicates, that it's target market is the women in plus sizes and also focuses on the grace,power and immense strength of an elephant... the generally unexpressed or underplayed qualities of every women... why choose to turn a blind eye to that.

In my opinion anyone who finds this offensive in anyway... is only lookin at the glass as half full.

To whoever has designed this concept.... it's FANTASTIC!!!!!
Kudos.....

Angre

Guest's picture
Guest

I agree the elephant represents Royalty, culture, beauty empowerment not a fat ass ..... so ppl instead of coming up wth what is respectfull and wht is not ...Just lets accept the Art work good job guys !!! ok ok all who dont like it send me all the laws thy have gone against.....Mind u the person who sends it needs to prove he hasnt broken one in his life!!!

Guest's picture
Guest

great art dada.

Guest's picture
Guest

wake up man..........what do u mean that unless shez an indian.....cud definately work on better concept than this..........it sucks just like ur mentality

Guest's picture
Guest

hey guys..the art is brilliant & cool it about the comparison to size....it is a creative person's liberty & pls refrain from snide, racist remarks ... IS IN BAD TASTE!

Guest's picture
Guest

very good art

Guest's picture
Guest

ONCE AGAIN, WHERE IS THE IDEA? WOMAN - ELEPHANT? IS YOUR BRAIN BURNING? PLEASE THIS IS WASTED ART!

Guest's picture
Guest

i agree - beautiful art, but seeing myself as an elephant will not make me buy your brand.

Guest's picture
Guest

oh! you didn't catch the idea? poor you... i guess it's your brain that's burning... it's for plus size women, jacko!

The Pope's picture
The Pope
124 pencils

he got that dude, but i think he is trying to say that it is not a strong idea, just a silly comparison with nice art. I agree, no idea.

Guest's picture
Guest

Cannes

Guest's picture
Guest

after going through all the coments i sometmes wonder why we cannot appreciate what people have done. I think it is beautiful and as angre says in one of the previous comments it shows teh grace and strength and beauty of a woman and more so 'plus size women'. It is not about comparing them to an elephant, it is about saying that no matter what size you are , you are beautiful. SO love the way you are.

HERE I COME FOR THE DENIM GUYS.

Guest's picture
Guest

Brilliant piece of advertising..nd i agree with a lot of people here that the ad is nt derogatory at all. i think it complements the beauty and grace that every woman posseses specially the plus size women in india or abroad. again its brilliant brilliant brilliant..

Guest's picture
Guest

BRILLIANT BRILLIANT BRILLIANTE!

Guest's picture
Guest

its mind blowing. Never seen something like that. I am sure it will not be offensive to anyone's sensibilities. It's truly magical. Great work guys. and it definately makes me look at over weight people in a different light

CANNES MAN

Guest's picture
Guest

Amazing.
very innovative!

Guest's picture
Guest

Well the concept and the art work are really good. And for all those who seem to be offended they have to realize the symbolism of an elephant is only for the purpose of targeting women with plus sizes. It's ART, nothing derrogatory about it. And anyway it's not for an insecure woman. It's meant for an confident, independent, modern woman who's just looking for a right fit.. Great work !!

Guest's picture
Guest

i really like this idea and i absolutely don't think that there is anything controversial about the ad...

Guest's picture
Guest

great stuff. cutting edge work!!!

Guest's picture
Guest

india is truly rocking. This is an amazing work man. wish i had thought of it. Great work guys

thelionaspirant's picture
thelionaspirant
143 pencils

absolute shit. What a pathetic ad.

clearsky1989's picture
clearsky1989
429 pencils

and u r a genius. congrats for your brilliant comment. i hope you win a cannes for this comment.

Guest's picture
Guest

fresh thinking man

Guest's picture
Guest

good work guys. keep it up

Guest's picture
Guest

Guys get over it! Stop being so touchy. It's symbolism. Don't take it personally. The fact is that no one can make you feel good or bad about yourself. You have to be comfrotable with who you are. I don't think any woman who wears plus size need be embarassed about it. This is an ad to announce that Revolution is for them. So stop judging for other people what is offensive and and get a life. I think this ad rocks. The art is awesome and the idea is clear.

Guest's picture
Guest

absolutely fuckall idea...with a cliched execution....

Guest's picture
Guest

Well the concept and the art work are really great!! And for all those who seem to be offended they have to realize the symbolism of an elephant is only for the purpose of targeting women with plus sizes. It's ART, nothing derogatory about it. And anyway it's not for an insecure woman. It's meant for a confident, independent, modern woman who's just looking for a right fit.. Great work !!

Shreyasi

Guest's picture
Guest

listen instead of counting the faults in this ad...I am already counting the number of Metals this piece will get!! Cannes, One Show, New York, Goa Fest...I am sure this will be a winner...so there!!!
You all will see!!! I am sure of that!! Way to go Charu and Sumati!!! The efforts will pay(in GOLD!! and hopefully a Grand Prix) Fingers crossed. Already prayed!! :-)

Guest's picture
Guest

....and I am sure you are some JWT Delhi flunkie who wants to take the easy way up by buttering up these guys. You must be client servicing....because if you are giving this a gold (even at a Goafest) then you have no idea about a good ad! Take a chill pill, dude and start praying for some flying pigs ;-)

Guest's picture
Guest

I LOVE IT. just says one thing to me 'FAT IS BEAUTIFUL' GREAT WORKKKKKKKKKKKKK

Guest's picture
Guest

great work guys. very inspiring. keep it up. looks full patli gali though

Guest's picture
Guest

its vatsayan meets mira nair ....klimt girls in some agre ki kunj galiya. i love it...the abandon...the exotica ...i would call it the HAREM FOXTROT.so charu and sumati...take a bow..and whistle at yourself when you collide into a mirror today. happy to be big,happy to be a woman....happy to strut my stuff arundhati

Guest's picture
Guest

Where's the store?

copylad's picture
copylad
120 pencils

the one i know is in India, Delhi- Rajouri Garden

Guest's picture
Guest

well so many comments. u r sure talked about. be happy.
loved the art..
too good.

copylad's picture
copylad
120 pencils

good good good

Guest's picture
Guest

why does it seem like the team has gone to every single cubicle in the office to write a good comment on their own work?
Who are they trying to fool? Themselves?

Guest's picture
Guest

why does it seem like the team has gone to every single cubicle in the office to write a good comment on their own work?
Who are they trying to fool? Themselves?

Guest's picture
Guest

well even if they are i do not blame them because clearly people like you cannot admire good work

Guest's picture
Guest

why does it seem like the team has gone to every single cubicle in the office to write a good comment on their own work?
Who are they trying to fool? Themselves?

Guest's picture
Guest

Let me bring two perspectives into play....I understand most of the comments here are from people who are from the agency & are seeing it completely from that perspective....what about the Clent's perspective? Not sure if the brand has completely said Yes to this ad, have'nt seen the ad anywhere in print except here, so am not sure whether they are actively using it....but at the end of the day lets understand one thing very simply...this ad equates plus size women with elephants...Period!!!

No two ways about it....and all this mumbo jumbo about it depends upon the women & how they feel about themselves & their confidence levels...thats completely a load of crap....ask any plus size women in ur office or anywhere else & she would sure as hell give u a piece of her mind!!!

And no brand even which deals in large sizes for women would like to BLATANTLY DEPICT that we make clothes for women who are as HUGE as elephants!!!

No person male or female, who is huge (saying fat again is being derogatory...thats how sensitive people are) would tolerate it if you call them fat or tell them even pictorially that they are as huge as an elephant...if this ad appeals to everyone's sensibilities & it is so apt, why dont some of you wise guys suggest to the brand to incorporate an elephant in their logo??? It would come to the same thing...

No doubt the artwork is brilliant, great execution...excellent work in fact & am sure it might get some awards internationally but completely awful strategy or insight.

But still good artwork!

From - A former agency professional but now settled on the client side...

Guest's picture
Guest

Dude, dudette, whatever

The brand exists and it rocks for plus-sized women.

Thanks for your contribution. Good you are not in advertising anymore. We need only the imaginative ones to stay here.

Im sure youre rocking as a client.

Cheers

Lou

Guest's picture
Guest

THRE CHEERS FOR THE CREATIVE TEAM!!!

Guest's picture
Guest

ive loved the execution.

Guest's picture
Guest

guys take a chill pill. I am sure revolution is a brand and if it is then i am sure that the permission has been taken. looks more like jealous people out to get the ad. whether the agency people are writing or not let me tell you i am a woman, plus size and i love this ad

kirti

Guest's picture
Guest

do you have showrooms in mumbai???? i loves this

Guest's picture
Guest

superb ad... a definite winner.

Guest's picture
Guest

very indian and that is what sets it apart. great art. this one will surely break clutter and get noticed. and i think for people as fat as the one this one is catering to, just getting information that something your size is available is like blessings from the almighty! so lets not put too much of marketing management intellect in it. advertising is about getting a message across and not massaging the consumers backside.

ex advt. & ex client

Guest's picture
Guest

controversial. likeable. rocking. winner

Guest's picture
Guest

Great work guys. Very refreshing to see work like this for a western piece of clothing.

Guest's picture
Guest

beautiful concept

Guest's picture
Guest

AGAIN!!!
why does it seem like the team has gone to every single cubicle in the office to write a good comment on their own work?
Who are they trying to fool? Themselves?

Guest's picture
Guest

don't you wish you were one of them...looser

Guest's picture
Guest

85% of the comments are from JWT employees only....10% from surprised bystanders who are flummoxed by JWT Delhi's sudden appearance with a slightly above average ad....the remaining 5% are genuine. And they know that this ad is not going any further!

Guest's picture
Guest

let me guess you are a frustrated art director wondering why yu do not do soemthing like this...

copylad's picture
copylad
120 pencils

No, i am not from that agency and i still liked it.
because i have no ego issues praising a piece of work which is really good.
haven't seen anything of that sort.
It's brilliant. stab your ego and accept it.

Nik

Guest's picture
Guest

cheers to the client for buying this man

Guest's picture
Guest

exotica.........................

Guest's picture
Guest

Whenever there is an Indian ad here, there are always over 9000 Indians who believe that they are in the business and thus should vote anything Indian as "Brilliant". It annoys me. This ad is not good. It's got lame artwork. It's idea is shit. You CANNOT make women feel like elephants in your jeans, especially not plus size women. They are sensitive to this.

So please don't vote just for the sake of it being indian. Thank you.

Ps. There are alot of good Indian agencies (Wieden Kennedy Dehli is one), but it feels like the countries as whole is still learning. ds.

The Pope's picture
The Pope
124 pencils

I agree, I think this guys are wasting hours cheering up their own work.

Guest's picture
Guest

i REST MY CASE!!!!
tHEY EVEN REPLYING BACK TO MY OBSERVATION!!
HA HA HA!

INSECURE PEOPLE!

mY OBSERVATION BY THE WAY -

why does it seem like the team has gone to every single cubicle in the office to write a good comment on their own work?
Who are they trying to fool? Themselves?

Guest's picture
Guest

ilove this piece

Guest's picture
Guest

What a fabulous piece of work. I think the ad brings out the fact that women, even in ‘plus sizes’ can look beautiful…size doesn’t matter and even if it does it has plus size jeans for it.

Guest's picture
Guest

for all the guys anti thi shave they realized the elephant is made of sevearl girls and not just one girl. So where is the debate of comparing a woman to an elephant size????

i like this creative. Not just beacuse it is indian

copylad's picture
copylad
120 pencils

kudos!
finally a good answer. to shut them up.

Guest's picture
Guest

What a fabulous piece of work. I think the ad brings out the fact that women, even in ‘plus sizes’ can look beautiful…size doesn’t matter and even if it does it has plus size jeans for it.

Guest's picture
Guest

i totally agree..

Guest's picture
Guest

good try

Guest's picture
Guest

good good

Guest's picture
Guest

Is the point of this blog to post a really bad ad (elephant=fat, end of story) and then get the whole agency to clog the comment board with stupid 10/10s to make yourself feel better? India is now even scamming ratings on blogs.

copylad's picture
copylad
120 pencils

one show design

dsklan's picture
dsklan
1927 pencils

kamasutra rocks!!!
but this ones the best:
http://www.coloribus.com/paedia/prints/2006/12/20/234384/

Guest's picture
Guest

truly maginificent

Guest's picture
Guest

Ha ha ha....i am sure the art director is an extremely fat woman herself, so she relates to it! It is derogatory and shameful to compare them to elephants. But its not as downright horrible as getting your agency people to fill in 'nice' remarks for your work :-)

Guest's picture
Guest

guys it is a beautiful piece of work period. Stop 'moral policing'.

If the art director is fat and has done this herself than all the more reason to think this is a beautiful piece of art. Because if a fat woman herself has done this then it only says on ething 'fat is beautiful or fat is the new black. lOVE THEM, HATE THEM. tHEY DO NOT CARE. tHEY EXIST AND THEY LOVE THEIR EXISTENCE.

So kill your egos and accept it that this is beautiful.

cheers guys....D & AD for sure

Guest's picture
Guest

good ad

copylad's picture
copylad
120 pencils

The art director's hands should be kissed. Sumati, good job.

copylad's picture
copylad
120 pencils

and achintya , you too!

johnmclenn's picture
johnmclenn
3 pencils

work is nice but you can't say elephant in your jeans, it seems so embarrassing for woman's of plus size.

Guest's picture
Guest

finally someone wakes up to our plight. yes i am big and beautiful

Guest's picture
Guest

the chick on the top right is pinching the others nipple... good stuff.

Guest's picture
Guest

very very bad

Guest's picture
Guest

the comment or the ad?

Guest's picture
Guest

good miniature work and very nyc concept...
I LYK IT.
.
.
.
Keep It Upppp!

Beesh Khan..

Guest's picture
Guest

Nice work Soumitra sir, Sumati, Charu. A big hats off to Achintya Da for the illustration. I was very happy to see this out of Delhi office. Do you have a campaign, it'll make this a lot stronger.
Cheers, Fanindra

Guest's picture
Guest

poor and scary ad

Guest's picture
Guest

Good thinking, great view.

Kamlesh Verma's picture
Kamlesh Verma
68 pencils

Dear Soumitra Karnik,

No woman would like to see herself as an elephant,

Regards,

K.Verma
Magnificence

K.Verma

rohit_bharati's picture
rohit_bharati
75 pencils

thubs up for the art director.

Guest's picture
Guest

As such there is nothing derogatory in this ad. C'mon people. It is a reality that plus size people exist (in both genders) so fashion companies have to target them also. And what is wrong in this? If bikins can be advertised for ZERO size figure, then why can't there be an ad for plus size ladies? And why you're viewing this as derogatory? Above art is beautiful. It reminds me of the calmness, inner strength of Elephants...that is so much evident in women. Indirectly, it symbolizes women empowerment!! And look at the grace and simplicity with which they have been presented. It's in no way to disrespect women!

keyboarbribbon's picture
keyboarbribbon
73 pencils

do you have to say it's for plus sized women, can't it just be for women? if women are women, then what are you trying to prove? You just told the world plus sized women should shop at a special store. it's isolating them, not helping them. I would expect from a brand like this to be forward thinking and not discriminatory.

keyboarbribbon's picture
keyboarbribbon
73 pencils

Except for the legs, the women are quite fit don't you think?

and the font really sucks. I'd say don't force it, you can do better than this. A good idea unites opinion, unlike what's happened here. think about it.

clearsky1989's picture
clearsky1989
429 pencils

Beautiful and creative. Works for the target audience. Someone who isn't the target audience here, can Fuck OFF !

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