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Flying Machine Launches New Campaign

Conceptualized by Lowe Lintas, the TV and Print campaign kicked off on 3rd December; watch the TVCs here.

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Flying Machine Launches New Campaign

Flying Machine Launches New Campaign

Conceptualized by Lowe Lintas, the TV and Print campaign kicked off on 3rd December; watch the TVCs here.

Hitesh Ranot | Delhi | December 14, 2010

publive-imageFlying Machine has launched its new brand campaign on 3rd December. The campaign is conceptualized by Lowe Lintas. The agency has created 3 TVCs and print ad with the objective to make the brand more hip and relevant to today's youth and resonate stronger with their outlook and attitudes.

Flying Machine belonged on the everyday-shelf of the youngster. What he slips into when he didn't have to try too hard to dress-to-impress. When attractiveness lies in being himself – whatever that was, with all the quirks and imperfections. It's a perfect choice for when “who you are” is more important than what you're wearing.

The campaign strategy was to turn this relative weakness into the brand's advantage over other players. Instead of fighting the fact that we were being used on occasions “when the brand doesn't matter”, we flipped it and focused on the fact that during those very occasions, it's “the individual that matters”. We wanted to make the youngster feel he could be “hot” in his own skin, without being pseudo – a desire that is extremely strong among the youth.

The resultant proposition was “at your best being just you” and this was creatively expressed as “I'm sexy when I'm me”. This idea is being brought alive through print, outdoor and television apart from instore and digital.

Credits:

Creative Agency: Lowe Lintas, Bangalore

Chairman: R. Balki

Branch Creative Director: Rajesh Ramaswamy & Abhijit Ghosh

Copywriter: Rajesh Ramaswamy

Art Director: Rexena Devraj

Planning: Vikram Satyanath (EVP-Planning), Sushma Rao (Brand Planning Director)

Servicing: Sudhir Rajashekharan (AVP-Client Servicing), Sonakshi Maheshwari (Brand Services Manager)

Print Campaign: Photographer-Surat, Production house-Chamnis eye

TVC – Director: Kishore, Production House – Alamara Films

Media Agency: Maxus

Hitesh@BestMediaInfo.com

Info@BestMediaInfo.com

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