The driving factor for the “Many Hats” campaign was to respond quickly, smartly and strategically to the overwhelming and unexpected changes taking place world-wide. In these challenging times of change, the brand needed to remain relevant, be a part of the solution and become a way of life.

Sargenor faced a unique challenge. It’s sales promotion was focused on active, sporty people used to being outdoors or at gym. All this came to a halt during the lock-down due to COVID-19 Pandemic. People were housebound. This could have resulted in a sales slump. The challenge was to stem the slide and ensure brand growth.

The objective was simple: to grow the brand and increase market share. In order to achieve this objective, Sargenor needed to reach out to a new set of users: young professions and families. To connect with its existing and new audience meaningfully, the Agency devised an insight driven campaign titled “Many Hats”, that told the stories of everyday people, regular families who were fulfilling many roles, doing their best to adapt and thrive. The campaign helped position Sargenor as an enabler during these challenging times.

The creative idea was simple, elegant and emerged from people's lived experiences. The Global Covid 19 pandemic brought out the multi-tasker in everyone. It demanded an almost unlimited reserve of energy from parents who were playing many roles while also excelling in their jobs. During the lockdowns parents who were service professionals became teaching assistants who had breakfast, lunch and dinner duties as well as being afterschool activity supervisors all the while keeping up with their day jobs. In other words, everyone was wearing multiple hats. The campaign showed various young people performing different roles all the while wearing usual and unusual headgears such as a bowl (while cooking), a paper crown (while crafting), newspaper hats(while decorating). The use of various "hats" by the characters as they go on about their day draw attention to the multiple roles and responsibilities, while positioning Sargenor as their enabler.

The objective was clear : expand the reach and connect of a brand so far well known among sport and gym enthusiasts. The strategy was to connect to a new set of audience : young professionals and families by telling their stories, reflecting their life and capturing their aspirations. Because of its authenticity and empathetic approach, the audience connect was immediate and organic. The campaign crafted each individual character minutely, told their story authentically all the while maintaining humor and thoughtfulness. The campaign strategically mirrors the target audience and shows how the brand can be a true enabler for them as they find ways to adapt and thrive during these brave new times. The upbeat music complements the visuals. The camera strategically moves in and pans out to capture both the characters and their world to effectively tell the story in just a few seconds.

The execution of the campaign demanded almost as much ingenuity and creativity as the creative planning. The TVCs were shot in Romania, all following the set Covid protocols. It required coordination and cross function between teams in different Geographical locations, all the while maintaining a singular creative vision.

The campaign films were run on Television Channels in Romania and supported by Digital channels such as Youtube, Facebook and Instagram.

The campaign is running since July 2021, with plans of expansion with an additional target group in the current FY.

The campaign received wide appreciation amongst customers which together with POS campaign inputs resulted in a 49% rise in sales. The campaign's popularity and its high ROI has resulted in it being continued this year, by adding a senior age group.