SaintX shows up the man, not a boy

The print and outdoor campaign created by Purple Focus for the premium fabric brand encapsulates the varied moods of the new age man

Neha Saraiya | New Delhi | December 21, 2011

Gone are the days when a sweet, chocolate-imaged boy grabbed female attention. How about celebrating 'that' side of a man which invariably remains veiled most of the time? SaintX, a premium fabric brand, chose to do just that in a 'wicked' yet 'smart' avatar of the heterosexual male to make an entry into Indian markets. The outdoor and print campaign created by Purple Focus takes a bold stand on its positioning by steering away from the boy next door clichés.  It brings the dark side of the attitude of a man out in the open with all its unabashed attitude and flamboyance.

The agency worked on building the right imagery for the brand, right from arriving at the name of the brand to creating the campaign and even designing the logo. The brand name and the logo were conceived on the lines of the brand positioning: SaintX defines a man's attitude and something that is very much a part of his ensemble. The red dot in the brand's logo signifies the fire in a man which is symbolic of him to dare, break rules and act dangerously.

Giving an insight on the campaign, Vallan Antony, Creative Director - Copy, Purple Focus, said, “The core insight on which the brand is positioned is that the contemporary Indian male has no inhibitions flaunting his risqué traits. He wants to be sexy, fashionable yet comfortable with his image in different environments. He likes to be wanted and desired. For him the drool quotient is important, but with an effortlessness that's surprisingly blunt.”

Elaborating the idea, Praveen Karape, Creative Director – Art, Purple Focus, said, “The agency worked on a thought line that was extremely tight and slippery. After identifying the need gap, it was very critical to crack the right image for the brand. In keeping with SaintX's aim to celebrate the true spirit of being a man, the campaign portrays the modern Indian man in his different facets, that of a professional, a businessman, a ladykiller and so on, through vivid illustrations in a series of ads.”

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