Dentsu India once again flies high with Flying Machine’s new campaign to promote F-Lite denim

November 25 2019, 9:47 am | BY Kim Shaw | No Comments
Dentsu India once again flies high with Flying Machine’s new campaign to promote F-Lite denim

Flying Machine joins forces with Dentsu India to launch its new TVC and a series of Instagram films.

 

This latest campaign promotes Flying Machine’s product, F-Lite denim.

Now, unlike the brand’s launch campaign that saw some heavy-duty splitting, Flying Machine has decided to go more light-hearted in this latest set. The TVC flaunts a gang of friends defying gravity to reach a place one wouldn’t really expect to – all thanks to their ‘lightweight’ denim.

VIEW THE SPOT

Dentsu India once again flies high with Flying Machine’s new campaign to promote F-Lite denim Dentsu India once again flies high with Flying Machine’s new campaign to promote F-Lite denim

For the record, the earlier F-Lite spot featured the South African Freestyle champion Justone Du Plessis who did a record 250 splits on the day of the shoot in a pair of F-Lite denims and took TikTok by storm with record number of views and engagement.

The Instagram spots, meanwhile, showcase the lightweight feature of the denim with a languid soundtrack – particularly composed for this campaign. From the house of Arvind Lifestyle Brands Limited, Flying Machine is one of the coolest youth apparel brands in the country.

VIEW INSTAGRAM SPOT ONE
VIEW INSTAGRAM SPOT TWO
VIEW INSTAGRAM SPOT THREE

Alok Dubey, CEO – Lifestyle Brands Division at Arvind Lifestyle Brands Limited said, “Yes. Denim is a serious business for us. But why should it be so serious for our customers – thus, this light-hearted take on what it means to wear a lightweight denim.”

“After the famous ‘Split’ TVC, which was a hardcore proof of really flexible jeans, in this new set of films for ‘light weight denim’, we’ve taken a leap of faith. What happens when Zero Gravity dates Denim? You get a really cool collection like F-Lite. After the success of ‘Split’, we are hopeful that these fun films fly for us,” said Malvika Mehra, Chief Creative Officer, Dentsu India.

Credits –
Malvika Mehra – Chief Creative Officer
Mark Flory – Senior Creative Director – Art
Vimalkirti Deshmukh – Creative Director – Art
Madhumita Chaudhury – Creative Director – Copy
Samrat Chengapa – Executive Vice President
Manoj Rajpurohit – Account Director
Divya R – Account Supervisor
Sahil Pradeep – Account Executive
Shernaza Rasul – Films Producer
Production House – Mindblowing Productions, SA
Shamiel Soni – Director
Javed Aboobaker– Producer
Nemal Gelbert – VFX Supervisor