NEWME has launched ‘#NEWMEeveryday’, its first AI-generated digital brand campaign, built around the changing moods, plans and style identities of Gen Z women. The campaign follows a young woman across situations including college, work, travel, dates and nights out, reflecting how her wardrobe changes with her day.
At the centre of the campaign is ‘The Chameleon Effect’, an original anthem created for NEWME, along with a brand film that uses the chameleon as a metaphor for constant evolution. While the character adapts to different surroundings and moods, the chameleon retains its identity, mirroring the way Gen Z women move between different versions of themselves.
The film takes viewers through a series of visual transformations as the protagonist changes her clothes and accessories across different settings. The accompanying track gives the campaign a distinct audio identity, with the original music designed to extend beyond the film across NEWME’s digital ecosystem.
The campaign also marks a creative experiment for NEWME, with both the film and audio generated using AI. Conceptualised and executed by the brand’s in-house team, AI was used across the film’s visual sequences, characters, environments and transitions, as well as in developing the campaign anthem. The campaign moved from concept to final execution in approximately 30 days.
Sumit Jasoria, Co-founder & CEO, NEWME, said, “Gen Z women don't dress for one version of themselves. Their lives move quickly between college, work, travel, dates, nights out and everything in between, and fashion moves with them. We are happy to say that NEWME has found space in all of these phases of life of a Gen Z women and #NEWMEeveryday just reflects that reality. As NEWME grows, we want to continue being relevant across more of these everyday moments while staying true to what has always defined the brand - being trendy and aspirational, giving young women the freedom to experiment with who they want to be everyday. From day 1 our logo chameleon depicted this feeling but with this video we want to make the brand much more relevant to the even evolving GenZ women across the country.”
Speaking about the AI-led creative process, Jasoria added, “Technology has always been a part of how we build NEWME, so bringing it into our creative process felt like a natural extension. But we didn't want to use AI just because it was new. We started with the creative idea and then explored how AI could help us push that idea further. The ability to experiment with visual worlds, transitions and music, and move from concept to execution so quickly, made the process particularly exciting for our team.”
The campaign builds on NEWME’s proposition around fashion for different moods, occasions and phases of a young woman’s life. Its assortment spans everyday fashion, workwear and partywear, alongside athleisure, loungewear, lingerie and swimwear. The brand also offers perfumes, bags, jewellery, hair colours and other accessories.
The campaign positions this wider assortment against a Gen Z wardrobe that is described as fluid and experimental. From college and work to holidays, dates, nights out, workouts and days at home, the campaign explores the different contexts in which young women dress and style themselves.
The use of AI in the campaign also extends NEWME’s technology-led approach beyond its business operations. The company uses technology across areas including trend tracking, consumer insights, supply-chain agility and the rapid translation of emerging fashion preferences into products. With #NEWMEeveryday, the brand has applied the same approach to its creative process.
The campaign will roll out across NEWME’s digital and social platforms through film teasers, interactive content and consumer participation around ‘The Chameleon Effect’. As part of the campaign, consumers will be invited to create transition reels using the original track, showing different sides of their lives across college, work, travel, dates, nights out and lazy Sundays. One winner will receive ₹50,000 worth of NEWME credits.
With #NEWMEeveryday, the brand brings together its expanding fashion and lifestyle offering with an AI-led creative approach, using the many versions of its consumer as the central idea.
