Sexy, steamy, seductive: Flying Machine's print campaign

Lowe Lintas decodes the female attitude for the brand's new offering, 'power stretch', which is targeted at females who are comfortable in their own skin

Neha Saraiya | Delhi | September 23, 2011

Keeping in mind the voluptuous body structure of Indian females, Flying Machine has rolled out a new product - 'power stretch' - especially catering to women. Lowe Lintas has created an edgy campaign for the brand wherein the communication objective is to flatter the youth with the jeans offering befitting stretch in all directions, without losing the shape. The print campaign for the denim major, that reads various headlines like 'What an Ass!', 'Kiss my Ass', 'Spank them', is targeted at women who are comfortable in their own skin.

“80 per cent of the collection of Flying Machine jeans is for men, with women's wear taking up the balance 20 per cent. But this campaign is specifically targeted at women irrespective of their shape and size as there is a big chunk of youth who do not really care about what people say,” says Arun Iyer, National Creative Director, Lowe Lintas.

Commenting on why strictly the print medium was chosen as the communication vehicle, Alok Dubey, Vice-President and Business Head, Flying Machine, said, “Because we had an innovative product, we thought that print and outdoor medium will be the best medium to communicate our message. Also, at Flying Machine we generally opt for TV just for our brand campaigns and not for new products.”

The agency has released the first three versions of the print campaign, which will be followed by three other versions and an outdoor campaign in a month's time. While this is the first leg of the product-centric campaign that will run till October 10, the second phase of the campaign will be more of a brand attitude campaign.

The main focus markets targeted through the campaign include Delhi NCR, Punjab, Rajasthan, Karnataka, Andhra Pradesh and Mumbai.

As of now the campaign has been broken across print publications like The Times of India, but going forward the agency has plans to cover magazines and all major English dailies.

The print campaign will be supported through the social platform and visual merchandising pushed across 120 exclusive Flying Machine stores and 200 point of sales, like Shoppers Stop and Pantaloons.

The company has set a budget of around Rs 3.5 crore for the entire campaign.

Credits:

Creative: Arun Iyer, Rajesh Ramaswamy, Abhijit Ghosh, Saptarshi Das, Kishore Mohandas, Nischal Thapa

Business: Sudhir Rajasekharan, Pritish Wesley, Sonakshi

Photographer: Abhitabh Kame

Production: Fat Free Production House, Bangalore

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