Flying Machine has often used celebrities as brand ambassadors keeping in mind the philosophy of ‘Who’s new? Who’s cool?’. This time, it’s Arjun Kapoor, who has been in the news lately for delivering a slew of hits and distinctive screen persona. Lowe Lintas’ latest campaign for India’s first homebred denim brand, Flying Machine showcases their latest Autumn-Winter collection.
According to a company statement, the idea behind the campaign was to use Arjun Kapoor as himself. The brief thus was to create a story that revolved around Kapoor and his pair of Flying Machine denims. Alok Dubey, CEO, Arvind Brands, said, “In just a year, Arjun Kapoor has become a ‘blue ocean’ actor. In light of so much competition, he has established himself with brains, body and attitude. He connects brilliantly with Flying Machine which embodies itself in craftsmanship without trying too hard.”
The film begins in a hotel where Arjun Kapoor is staying. He has given his Flying Machine denims to the laundry and calls the housekeeping for the same. A female attendant answers his call and livens up. Her colleague realises the denims are Kapoor's and wants to deliver them herself. A cat and mouse chase ensues between the attendants to deliver Kapoor’s denim. When Kapoor opens the door, three star-struck attendants greet him. He goes on to collect the jeans with a confused smile on his face and shuts the door. The 45-second film ends with a super that reads, “Arjun Kapoor for Flying Machine”.
Watch the video here:
Experts feel the brand is trying too hard, and lacks fresh thought.
Ashish Kharwatkar, Creative Director, DDB Mudra West, said, “To begin with, the production values of the ad are very good. It has been shot, edited and graded very well. But when it comes to the idea, it isn’t anything new. In fact, this ‘women getting attracted to a man’ idea has been done several times. Axe came up with this concept a decade and a half ago and has done award-winning work, while several small Indian deo brands continue to run this idea to the ground even today. I also remember a Bajaj bike commercial, where two girls destroy an entire house as they fight with each other in their bid to make it to the front door and leave with a guy waiting outside on his bike. On a serious note, in today’s times where women are ill-treated and misrepresented in every form possible, I wonder if this idea is appropriate for a brand to associate itself with. Overall, I think more time should have been spent on deciding what stance the brand should take and where it should be positioned. Especially, since some other jeans brands do try to be as distinct as possible. The summing up thought ‘The New Cool’ is sadly not cool anymore.”
Nilanjan Dasgupta, Executive Creative Director,Kolkata and Chennai, Rediffusion Y&R, too has a similar view. “How's the "new cool" different from the Axe man? Certainly not "flying" in terms of the communication approach,” he said.
Rajesh Ramaswamy, ECD, Lowe Lintas, said, “The idea was to use Arjun interestingly. In a manner that also suits his image. Looking at Arjun, what makes him even cooler is that he's completely unaware of his appeal. We thought using that side of his personality could be interesting.”
“Arjun Kapoor embodies a lot of what Flying Machine believes in: being effortless and cool. The brand idea on Flying Machine is 'the new cool.' And Arjun Kapoor in no time has clearly become the new cool of Bollywood. The film demonstrates the fact that a simple act like calling for laundry can lead to an intense cat-fight when you are the new cool celebrity in town,” Arun Iyer, NCD, Lowe Lintas, said.
The campaign is currently on air and is being promoted on other media platforms since its release on TV.