Flying Machine & Dentsu India launch new campaign for F-LITE denim

The TVC featuring South African Freestyle champion Justone Du Plessis, has already hit the Flying Machine social handles and will soon be aired on TV and cinema theatres

by exchange4media Staff
Published - Oct 13, 2019 10:00 AM Updated: Oct 14, 2019 4:52 PM
Flying Machine F Lite

Dentsu India, the brand solutions agency from Dentsu Aegis Network, has launched a new campaign to introduce Flying Machine’s new product, the F-Lite denim.

India’s first homegrown denim brand from the house of Arvind Lifestyle Brands, Flying Machine is one of the coolest youth apparel brands in the country. Driven to innovate, Flying Machine continues to experiment and push boundaries, much like today’s millennials. The brand chooses to be a trendsetter rather than a fad-follower and this attitude is reflected in each and every one of its products. F-Lite is no exception – unique in terms of its lightweight, flexibility and breathable material, its denim that really pushes the limit on what denim can and can’t do.

This was the inspiration behind the collaboration with South African Freestyle champion Justone Du Plessis, who did a record 250 splits on the day of the shoot in a pair of F-Lite denim to create this fun film that’ll surely put a smile on your face.

Commenting on the film, Alok Dubey, CEO - Lifestyle Brands Division, Arvind Lifestyle Brands said, “Our customers will not only enjoy this film but see for themselves how the F-Lite denim is designed to suit their lifestyle of non-stop fun and action – the proof is here.”

Malvika Mehra, Chief Creative Officer, Dentsu India said, “What do you do when you get a brief for a fantastic product? You keep it simple and do a fantastic product window. One that lasts a full 30 seconds. With Justone, our freestyle champion, doing innumerable splits in the ultra-flexible F-Lite denim, we didn’t need to say much, the proof was in the pudding. This is the first of 5 very interesting films we’ve done for Flying Machine this season. Do watch this space for more action.”

Samrat Chengapa, Executive Vice President, Dentsu India said, What you will see in the film is, “When you can say it in many ways to make a point, then why stop at one!”

The TVC has already hit the Flying Machine social handles and will be airing on TV and cinema theatres soon.

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