Flying Machine shows the new cool

The television campaign by Lowe Lintas leverages brand ambassador Virat Kohli's adventurous side

Sohini Sen | Mumbai | November 8, 2013

Click on the image to watch the TVC.

Flying Machine, the fashion brand, has launched its Autumn-Winter collection recently. To promote the new line the brand has come up with a campaign featuring brand ambassador Virat Kohli, fast emerging as the new face of Indian cricket.

The challenge for the brand, or any fashion brand aimed at the youth, is that the target group is an undecided and non-committed lot. It is hard to be relevant to them, to be aspirational in their scheme of things.

Flying Machine is probably one of the few brands to have connected effectively with the youth in recent times. The brand propagates the philosophy of 'we like you just the way you are' and in doing so allows youngsters to express themselves in the way they know best. However, Flying Machine needed to refresh that idea. The new campaign along with showcasing the brand as the youth's choice, leverages Virat Kohli and presents him in a way that's never been done before.

Lowe Lintas, the creative agency for Flying Machine, wanted the communication to reflect the youth's attitude – and ask them to be cool by doing new things that they've never done before. This was brought alive with the line “If it's not new, it's not cool”.

"What is cool today doesn't remain cool tomorrow. A pub which opens today will be cool only till the next pub opens. To the youth, whatever is new or different is cool. Once it catches on or becomes a rage it doesn't remain cool any more. With Flying Machine we had to realise a way to make something new and cool every day. Flying Machine lets one reinvent oneself on a daily basis which is why we took up this campaign," said Rajesh Ramaswamy, Group Creative Director, Lowe Lintas, Bengaluru.

The 60-second TVC opens with Virat Kohli going down a flight of stairs in a refrigerator. He then tries his hand at different fun activities such as zorbing, paintballing, riding a Segway, learning a new language and having fun doing it. By making Kohli, who is fast becoming popular with the youth, do adventurous things, the brand has asked viewers to follow suit, and not to follow a boring and monotonous life. The TVC ends with the voiceover saying: “If it's not new, it's not cool.”

The print and outdoor ads capture Virat in action as he starts a bubble-gun fight, juggles pins, challenges friends to a mini scooter race and masters a pogo stick. Each ad communicates how “If it's not new, it's not cool.”

Like the new generation, the brand constantly goes against the tide and is always on the lookout to do new things. And because the brand doesn't look to follow trends but make its own, Flying Machine products are being portrayed as the new cool.

The TVC:

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

Credits:

Creatibve Agency: Lowe Lintas

Creative Team: Arun Iyer, Rajesh Ramaswamy, Nischal Thapa, Kishore Mohandas, Saptarshi Das, Rohan Kodialbail.

Business: GV Krishnan, Sudhir Rajasekharan, Pritish Wesley, Arunabho Sen

Director: Deb Medhekar

Production: Equinox Films

Sohini.Sen@BestMediaInfo.com

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