Men’s clothing brand Blackberrys has launched #BangOn, its brand new innerwear range in the quest to provide a complete wardrobe solution to Indian men.
For the launch the brand, On Valentine’s Day decided to interview women on the streets of Delhi about their preferences when it comes to men’s innerwear.
Ajay Pradhan, Brand Manager, Blackberrys said, “The innerwear category gave us the opportunity to loosen up the stiff imagery that the brand has due to its strong presence in suits & formals. This Valentine’s Day we decided to approach women instead of men to understand what were their thoughts and opinions on men’s innerwear. For a range that evokes quirkiness and humour, we wanted a campaign that would resonatethe same.”
Shradha Agarwal, Strategy Head, Grapes Digital said, “We worked on the insight of how men play a part today in purchase of women lingerie. The same stands true for women of today. They are bold, confident and know what they want. They also want their men to wear cool and hot inner wear.”
To create a virality quotient, Grapes Digital worked with MensXP.com to execute a VOX POP for #BangOn campaign. The campaign was promoted acrossall social platforms like facebook, twitter, Youtube and instagram.
Pradhan added, “The responses we received were funny and exciting. We were amazed to see 1.5 Mn hits in less than 24 hrs. Today the total views stand at 2.5 Mn across all platforms for the campaign.”
You can watch the campaign here: