Go Colors Launches MostlySane Collection With Prajakta Koli

Go Colours has signed creator and actor Prajakta Koli for its new campaign to promote its new MostlySane Collection which is inspired by the influencer and her relationship with her audience online.

Based on a familiar social media phenomenon, where fans often ask Koli about her outfits and fashion choices, the film is a campaign film by Green Chutney Films.

The film takes inspiration from online interactions where conversations often shift from content to clothing, with the audience’s curiosity around Koli’s style being the central theme of the campaign.

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Creator-Led Marketing:

The campaign isn’t set up like usual fashion advertising, but relies on humour to portray these encounters, positioning the collection as an organic outgrowth of Koli’s own style.

“The goal was to create a campaign that felt native to how audiences already engage with the creator on digital platforms,” Go Colours said.

“The storytelling was based on a real behavioural insight seen among Koli’s followers when they talked about the collaboration,” a Go Colours spokesperson said.

“From the start the intention was to keep the humour grounded in reality. The insight was simple itself, Prajakta’s fans are crazy for her outfits and that made the storytelling very natural,” the spokesperson said.

“We wanted the film to feel contemporary, easy and culturally in tune with how audiences consume and engage with content today,” the company added.

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Creator-Led Influence:

The brand noted that the campaign emerged from an existing audience behaviour rather than a manufactured advertising concept.

“The idea behind the campaign came from something that already exists very naturally online. Prajakta’s audience genuinely connects with her fashion choices, and we wanted to build a film around that behaviour in a way that felt entertaining, honest and relatable,” the spokesperson said.

“Creator-led campaigns work best when they are a reflection of behaviours that audiences already know,” commented Rahul Tejwani, Chief Executive Officer, Green Chutney Films on the campaign.

“Prajakta has definitely influenced the way people speak about fashion and this campaign leverages that phenomenon in a fun and entertaining way instead of feeling like a promo,” said Tejwani.

“For us, the opportunity was to take a familiar fan behaviour and make it into a culturally relevant brand story,” he added.

“The campaign is a reflection of the growing trend of brands collaborating with creators for their ability to inspire communities, shape conversations and influence consumer preferences through authentic engagement, and not just for visibility.