| Branded Film Content & Entertainment – Live Experience | ||||
| Client | Myntra Designs Pvt. Ltd. | |||
| Brand | Roadster Life Co. | |||
| Agency | Brave New World Communications Pvt. Ltd. | |||
| Brief | To launch a pair of 13-pocket jeans in the midst of raging e-commerce ad battles. But with no physical place for customers to experience the product how could we demonstrate its uniqueness & utility interestingly and ensure translation of interaction to experience & engagement to sales only through digital? | |||
| Cultural Context |
Reality TV is BIG in India. Khatron Ke Khiladi, Bigg Boss etc. are devoured as content on TV & online. Also, DIY tutorials & survival hacks are growing in popularity on YouTube, both generated and consumed content. So how could we use this to outline a broad content strategy for the campaign? | |||
| Solution |
Presenting POCKETMAN: A live-streamed human experiment in which a man was locked in a box & challenged to survive for 2 days with only the contents of his 13-pocket Roadster Pocketman Jeans. A massive repository of shareable content was created as he cooked up nifty inventions, mini movies, food, life hacks & more with the help of followers on social media to prove the utility of the jeans. | |||
| Audience |
Experimental & adventurous social media savvy urban youth who treat education & entertainment alike | |||
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