Use of Social Media
Client Zoiro Lifestyles
Brand Zoiro Denim Intimates
Agency TBWA India
Brief Zoiro – A one-year-old men’s innerwear brand in India had launched a denim-inspired underwear. The product had a big barrier to cross – the target perceived that the product was made of actual denim and not fit for innerwear. We had to convince people that it was made of comfortable micro-fiber that looked like denim but was so comfortable, you can wear it 24/7, just like any other underwear.
Solution Can the Internet prevent a guy from wearing his clothes using a hashtag for 24 hours? We chose a popular youth icon – VJ Manish from Channel [V] as the Zoiro Denim Guy. The Zoiro Denim Guy’s bedroom was streamed live on dontstopdenim.com where people could stop him from wearing any clothes every 8 minutes using the hashtag – #DONTSTOPDENIM. The Internet won, of course.