To continue its ‘New Cool’ philosophy, Flying Machine has launched an initiative that has been created by Lowe Lintas Bangalore. It is a song and music video inspired by the attitude of the youth of India and features youth icon Arjun Kapoor. In today’s digital age, co-creation is a big trend and was something that inspired the brand to collaborate with different artists. To celebrate new talent, it identified an upcoming Bollywood lyricist, Vayu Srivastav, who had also penned the lyrics for the ‘Banno tera swagger’ for Tanu Weds Manu 2, and collaborated with him and his team to bring alive a new youth philosophy – Tripping High!
The visualization has been inspired from the lyrics of the song and brought alive by a bunch of youngsters who are into digital and motion graphics. Also, the treatment for the video is stop motion, which delivers an output that makes the campaign stand out.
Commenting on the campaign, Alok Dubey, CEO - Lifestyle Brands Division said: “Flying Machine stands for The New Cool, the reason we tried an all-new approach this season. We created a brand anthem read Branthem instead of a regular 30sec TVC. We want the song from our anthem to create an impact on everyone's mind and therefore kept it very simple and hummable. Also the stop motion art of the brand anthem is new age, techno and the in-thing which today's youth is hooked on to.”
Music director & playback singer Vishal Dadlani has lent his voice to the song and given the lyrics a new feel. Altogether, the brand philosophy of being new has only been amplified by the collaborative nature of the entire project. The music video features Arjun Kapoor in different situations while the lyrics leads the plot along. And while the stances have a more rustic Indian feel the chorus is peppier and funky with a catchy slogan holding it together, “I’m tripping high high high like a flying machine…”
Watch the TVC here:
Flying Machine collaborated with young minds like Vayu to pen down the lyrics which exudes the philosophy of stylish, innovative and cool and got Vishal Dadlani to lend his voice, and build a connect with the youth directly.
Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas Bangalore said: “If new cool was the deal, we really wanted it to be new. A new format. A new style of presentation. We decided to be completely open minded and decided to collaborate with Vayu. We found in his work new expressions. And yes the result is something that reflects new cool.”
The entire video is close to 2 minutes long and will be promoted largely on digital channels. Shorter edits of the same will be promoted on other media channels at a later stage.