MUMBAI: Menswear brand The Pant Project has launched its latest campaign ‘Oops Proof’. This is a hyperlocal initiative marking the brand’s first-ever outdoor transit media campaign, aimed at spotlighting its Water Repellent Pants. Engineered for Mumbai’s unpredictable monsoons, messy commutes, and daily spills, the campaign brings the product’s promise of confidence and convenience directly to the daily journey.
The ‘Oops Proof’ campaign comes to life via large-format branded buses that traverse key Mumbai locations—Thane, Andheri, Goregaon, Powai, Navi Mumbai, BKC, Santacruz, South Bombay, Lower Parel, and Marol—turning everyday commutes into immersive brand touchpoints. Just like these buses navigate traffic jams, waterlogged roads, and city chaos, The Pant Project’s Water Repellent Pants are built to withstand real-life messes, while still keeping you looking sharp.
Designed for high visibility and city-wide relatability, the campaign is a celebration of pants that can withstand whatever Mumbai throws at them—from sudden downpours and tea spills to crowded commutes and surprise vada pav encounters. These aren’t just pants—they’re “Oops Proof.”
CMO Sukita Tapadia said, “Buses felt like the most honest, hard-working metaphor for what these pants do—move through the mess, keep going, and never look out of place. That’s what ‘Oops Proof’ is really about. Life will throw things at you. Our pants are made to handle all of it.”
The campaign also features an interactive community-driven challenge designed to directly engage Mumbaikars. The first 100 people who spot the “Oops Proof” bus, take a picture, share it on Instagram with the location where they spotted it, and tag @thepantproject, will win a free pair of Pants (worth up to ₹2500).
Udit Toshniwal, co-founder, creative director, said, “Mumbai’s monsoon doesn’t come with warnings—just puddles, splashes, and traffic chaos. And yet, life doesn’t slow down. That’s exactly what inspired the ‘Oops Proof’ campaign. We didn’t want to just talk about the functionality of our Water Repellent Pants—we wanted to live it, out there on the streets. So we put them right where the mess happens: on buses that weave through the most chaotic parts of the city every single day. With this campaign, we wanted to create something that wasn’t just seen, but felt. It’s how we want people to feel when they wear The Pant Project—ready for whatever the day throws at them, and always dressed to take it in stride.”
The Water Repellent Pants are crafted to deliver all-day comfort and resilience, blending soft stretch fabrics with a sleek, tailored silhouette. They’re wrinkle-resistant, spill-proof, and dry fast, making them ideal for city life. While the product has already earned strong word-of-mouth from returning customers, this campaign marks its official moment in the spotlight.
With this activation, The Pant Project explains that it continues its mission to shift conversations in men’s fashion from just aesthetics to adaptability, leveraging moment marketing and real-world relevance to bring together functionality, fit, and flair for the modern Indian man.
