MUMBAI, INDIA – In a cinematic twist that blends elegance and everyday drama, India’s #1 rainwear brand Zeel newest digital campaign breaks away from conventional rainy day storytelling.
The film opens with a chase scene straight out of a thriller with wet streets and glinting lights. There’s even a breathless pursuit. But instead of a grand heist or dramatic confrontation, the moment resolves with an unexpected punchline: a compliment on Zeel rainwear.
At the center of the stylish sprint is a young protagonist cloaked in Zeel’s latest gear. Dodging traffic and splashing through city puddles with kinetic elegance, the film positions the brand as more than weatherproof gear, but something fashionable and chic.
This campaign marks a pivotal chapter in Zeel’s ongoing evolution from functional outerwear to monsoon fashion. Past taglines like Sadaa Sukhe Raho and Designed for Motion laid the foundation, but Be Rain Ready shows it’s fashion forward outlook.
Conceptualised by AlphaX, a young creative agency based in Mumbai, the campaign is crafted for digital-first viewing featuring high-energy storytelling, bold visuals, and short-format versions optimised for Instagram, YouTube, and other social platforms.
“BE RAIN READY is more than just a seasonal prompt — it’s a fresh mindset. It’s about helping consumers embrace the monsoon with colour, style, and boldness.” said Bhavika Madhyani, Brand Manager, Zeel Climate Clothing.
Dorothy Rebello, Co-founder, AlphaX added, “The idea was to merge everyday scenarios with unexpected twists, highlighting Zeel as the hero. The juxtaposition of a tense chase ending in a fashion compliment underscores the brand’s message.”
CREDITS
Client: Zeel Climate Clothing – Director, Rohit Trivedi | Brand Manager – Bhavika Madhyani
Agency: AlphaX – Co-founder – Dorothy Rebello | Planner – Aditya Patil
Production House: 95 Films | Director: Saurav Mukherje
