Spykar ropes in celebrities to launch its latest collection through social media campaign

Ropes in Rajkumar Rao, Rannvijay Singha, Sunil Chettri & Gurpreet Singh

e4m by exchange4media Staff
Updated: Oct 17, 2019 12:51 PM

Rannvijay Singha, Rajkumar Rao, Sunil Chettri & Gurpreet Singh have unboxed the ‘Vintage & Rare Limited Edition Collection Jeans by denim brand Spykar. 

The pre-launch campaign included a teaser released on social media to build curiosity and buzz around the product before the big reveal. The celebrities were seen giving a sneak peek of the wooden cask packaging on their Instagram stories and a shoutout saying “stay tuned for the unboxing tomorrow!” 

On the launch day, these celebrities unboxed the specially curated wooden cask. After much build-up, the contents of the wooden casks were finally revealed... The Limited Edition Vintage & Rare Jeans by Spykar! The campaign story was weaved around the concept ‘Born 18’ to highlight the importance of being 18. The narrative was to focus on vintage denim that have been pre-aged 18 years using authentic treatments. So now, one doesn't have to wait 18 years to get into a vintage pair of denim to kindle or rekindle their 18-year-old spirit. Here, the celebrities were seen sharing personal experiences and stories about being 18. 

“The next phase of this campaign included fashion bloggers promoting the limited edition jeans on their Instagram handles through posts and Insta-stories. These bloggers were carefully chosen to meet with our brand's aesthetic and theme of the collection. Our main aim was to focus on genuine engagement and quality content rather than chasing the ‘number of followers,” the brand said in a statement.

To amplify the campaign further, radio was added to the mix. RJ Mallishka and her counterparts were been on-boarded to spread the word. 

Sanjay Vakharia, CEO of Spykar says, “Spykar is known for its product innovation & design. And every season we launch an innovative concept for our customers. We realize that we are catering to the “NOW” generation who can’t wait 18 years to create their own vintage. That inspired us to launch a Pre-Aged 18-year-old denim that’s handcrafted to deliver the Vintage vibes in Contemporary cuts”.

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