When most brands are advertising their end of season sale offers, Indigo Nation said it has selected to launch this campaign exclusively in the digital media aiming to redefine the monotonous and sedentary way of work life into a global yet local revolutionary cult. 

"Part of the reasons being it’s a boom time for start-ups & there is a lot of exuberance and positive thoughts or energy around the whole culture and a fairly lighter side to them. The #StartupNation is heralding a millennial culture that offers out-of-the-box activities & thinking to employees still in their 20s— with a larger goal of attaining a coveted preferred employer status in the crowded and highly stressful start-ups ecosystem," the company said in a statement.

Indigo Nation is known for its edginess, raw, wild, cool, carefree attitude that in many ways is intricately linked with today’s always-on, be-your-own boss and dynamic kind of youth that believes in constant change.

Commenting on the campaign initiative, Shibani Mishra, Chief Marketing Officer, Indus League, said, “If there is one word that connects today’s youth & strikes a chord with them then it’s 'change'. For Gen Y, morals, dress codes, hangouts, girlfriends, beliefs, aspirations are all temporary and short-lived. Be it 'Changeism', 'Subject to change' or #StartupNation, all campaigns of Indigo Nation has always been very closely connected and engaged with its target audience – the young Indian dude. It talks to them in a language, mood & tonality that best resonates with the new generation youth. #StartupNation campaign also showcases the cool attitude, & edgy fashion outlook of the start-up guys through its mix of street wear, casual wear, club wear and work-wear."