The Souled Store, India’s leading pop culture brand, home to many movies’ merchandise, has gone beyond the cliché of how celebrities launch a new collection. This film by The Souled Store is an example of content marketing at its finest, leveraging the versatile Jim Sarbh’s acting prowess.
Through this video, The Souled Store is taking us through the finer nuances of Supima in the words of Jim Sarbh. There’s a plot twist though, so make sure you watch it till the end!
In his familiar, ironic style, Jim Sarbh says, “I loved shooting for this collection”. He has also put this video up on his Instagram handle and very playfully says that “he loves working under duress” and that the background music by ‘Stockholm Syndrome’ by Muse has nothing to do with the collection.
The Souled Store’s recent work in R&D in the fabric space led them to the discovery of Supima Cotton, one of the rarest and finest cotton in the world. Supima Cotton is made of extra-long fibre which makes it 2x softer and 2x durable than regular cotton. It accounts for less than 1% of the cotton in the world but is made using high standards of water management and soil conservation techniques. It is fully compostable and boasts of zero waste, every part of the crop is utilized at the time of harvest.
The Supima Collection campaign by Jim Sarbh is featured across Instagram, Facebook, LinkedIn, and YouTube platforms of The Souled Store.