Mumbai : Staying true to its DNA, Flying Machine rolled out a first-of-its-kind virtual currency called Cool Currency that rewards the consumer for putting their coolest foot forward. In this age of Instagram and YouTube stars, we recognized ‘cool’ is the new currency of the youth. With social media being the ‘It’ platform for millennials and Gen Z to showcase their talent and their cool side, the campaign aims at ensuring ‘Cool’ becomes virtual currency for them. From India’s first homegrown denim brand, Cool Currency is yet another milestone in Flying Machine’s brand story.
Designed with a simple mechanism, users can participate by uploading a photo of them doing their cool thing on their Facebook or Instagram profile with #FMCoolCurrency, after logging in at flyingmachinecc.com/. To show what makes the users cool, it could be a photo or video of anything from a cool dance move or their exclusive poster collection.
Starting early this month, the campaign has already generated a host of entries, with photos ranging from users trekking to some showing off their bikes or artwork. In turn what awaits them is the cool currency to buy exclusive Flying Machine collections, BookMyShow, Saavn and passes to the much-awaited Life In Color concert happening across major Indian cities featuring Diplo, this year.
Shourya Ray Chaudhuri, Managing Partner and Creative Head at Tonic Worldwide, says, “Most denim brands struggle with relevancy as they hesitate to walk their talk. The team at Tonic has helped Flying Machine use digital to connect with their audience, give them a platform to showcase their talent, and in the process, gain indispensable street cred. This immediately puts them further than many other homegrown denim brands.”
Suraj Nambiar, Managing Partner and Media Head at Tonic Worldwide added “For Flying Machine to stand out in the denim category, innovation is critical. Cool Currency is one such innovation. Cool Currency is a fun branded twist on the bizarre roller coaster of virtual currencies. Our aim is to strengthen the brand proposition with the millennials and convert them into brand loyalists.”
