Arjun Kapoor is the 'new cool' for Flying Machine

To flag off the arrival of the apparel brand's autumn-winter collection, Lowe Lintas has roped in actor Arjun Kapoor who plays himself in the TVC

Aahiri Ghosh Dastidar | Delhi | September 19, 2014

Click on the image to watch the TVC.

Flying Machine, India's first home-bred denim brand, has often used celebrities as brand ambassadors and has always stuck to the philosophy of 'who's new' and  'who's cool'. Arjun Kapoor has been in the news lately for delivering a slew of hits against his name, and the fact that he is relatively 'new' made him the perfect choice as the face of Flying Machine. His rustic yet urban charisma only added to the fit.

The idea was to use Kapoor as himself and create a story that revolved around him and his pair of Flying Machine denims. The insight was that people behave strangely when they're around celebrities.

The 45-second film is set in a hotel where Kapoor is staying. He is seen asking the housekeeping on phone for his denims to be delivered from the laundry, while a lady is seen cleaning his room. The laundry attendant who answers the phone, packs his Flying Machine denims and seems extremely happy to be able to meet Kapoor. Suddenly, another lady attendant snatches the packet from her and heads towards the closest elevator. Akin to a chase sequence, the first attendant is seen snatching the packet back from the second one as the elevator door opens, and is seen running towards the actor's room. But the packet is snatched from her by the attendant who was earlier cleaning Kapoor's room. When Kapoor opens the door, he sees three ladies smiling at him. He smiles back and the film ends with a shot of Kapoor on a hoarding with the Flying Machine logo.

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.”

Alok Dubey, CEO, Arvind Brands, said, “In just about a year Arjun Kapoor has become, in marketing parlance, a 'blue ocean' actor – differentiated , cool and highly sought-after. In light of so much competition, he has established himself with brains, brawn and an uncomplicated, cool attitude. He connects brilliantly with Flying Machine, which embodies itself in craftsmanship without trying too hard.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Lowe Lintas

Creative Team: Arun Iyer, Rajesh Ramaswamy, Kishore Mohandas, Nischal Thapa, Rexena Devraj, Smitha Alva

Servicing Team: Sudhir Rajasekharan, Bhupender Agarwal, Arunava Sen, Vishwanath R

Production House: Nomad Films

Director: Tejal Patni

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