MUMBAI – With another Indian brand trying to win the hearts of the younger market, Flying Machine has partnered with Lowe Lintas Bangalore to produce a new campaign, ‘Tripping High’ starring youth icon Arjun Kappor.
The home bred denim brand has been the brand of choice by the Indian youth but to uphold its goal to always experiment and try something new, Flying Machine continues with its ‘New Cool’ philosophy.
“Flying Machine stands for The New Cool, the reason we tried an all-new approach this season. We created a brand anthem read Branthem instead of a regular 30sec TVC. We want the song from our anthem to create an impact on everyone’s mind and therefore kept it very simple and hummable. Also the stop motion art of the brand anthem is new age, techno and the in-thing which today’s youth is hooked on to,” shared Alok Dubey, CEO for Lifestyle Brands Division.
In creating the stop motion video, Lowe Lintas Bangalore collaborated with different young local artists, upcoming Bollywood lyricist Vayu Srivastav and music director and playback singer Vishal Dadlani to embody the campaign’s youthful vibe, “If new cool was the deal, we really wanted it to be new. A new format. A new style of presentation. We decided to be completely open minded and decided to collaborate with Vayu. We found in his work new expressions. And yes the result is something that reflects new cool.”
As far as some previous campaigns are concerned, the Indian advertising trends for lifestyle brands nowadays are directed to the country’s younger market segment. Apart from turning to hip and cool approaches in marketing, brands have been tapping young Bollywood stars as ambassadors as also seen in the recent Skybags TVC starring Varun Dhawan by Law & Kenneth Saatchi & Saatchi.
CREDITS:
Creative: Arun Iyer, Rajesh Ramaswamy, Kishore Mohandas, Nischal Thapa, Arpan Bhattacharyya, Devika Srivastava
Business: G.V. Krishnan, Sudhir Rajasekharan, Bhupender Agarwal, Vishwanath R.
Production house: Katalyst Creates (a division of Sri Adhikari Brothers)
Producer: Ravi Adhikari
Director: Parthsarthi Iyer & Vayu
Creative Director: Parthsarthi Iyer
Song by: Shivangi-Vayu feat Vishal Dadlani
