Mumbai: Fashion denim brand Spykar launched their latest campaign VintageandRare to introduce the limited edition Vintage & Rare Collection of denims that are inspired by aged whiskey.
The Vintage and Rare campaign was a media mix of traditional and new age media – hoardings, airport branding, print, radio, all of the digital amplification by Celebrities and fashion bloggers on their social media handles,a collaboration with leading news app Inshorts which garnered an effective reach of 125 million plus across the country.
India’s leading RJ, Mallishka and her counterparts were been on-boarded to spread the word. Spykar roped in celebrities that included leading bollywood actor Rajkummar Rao, MTV youth icon Rannvijay Singha, and sports sensations like Sunil Chhetri & Gurpreet Singh who unboxed the Vintage & Rare Limited Edition Collection denims on their respective social handles.
The next phase of this campaign included India’s top fashion bloggers promoting the limited edition Vintage & Rare Jeans on their Instagram handles through posts and insta-stories. The overall media mix helped create an impactful buzz.
Sai Sangeeta Israni, GM Marketing, Spykar Lifestyle said, “ The campaign story was weaved around the concept ‘Born 18’ to highlight the importance of being 18. One doesn’t have to wait 18 years to get into a pair to kindle or re-kindle your 18-years-old spirit. Our creative expression for this is – Born 18. This Vintage & Rare Limited Edition Collection of denims have been aged to look 18-years-old. An interesting product, with interesting packaging and an interesting unveiling – has been well received by the fans. A perfect blend of artistry and fine craftsmanship, the Vintage and Rare collection is another feather on cap for Spykar’s forte in product innovation.”
The campaign has received an overwhelming response, triggering exciting conversation and amazing traction for the brand.