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Sin Denim goes the ‘Infectious’ way to connect with the youth

The print campaign for the denim brand’s ‘Stubborn Black’ range by Infectious highlights the fade-resistant property of the denims

BestMediaInfo Bureau | Mumbai | September 30, 2015


Sin Denims has launched a new ad campaign for ‘Stubborn Black’, its new range of jet black, fade resistant denims. Created by Infectious, the press campaign was shot on the picturesque beaches of Cape Town.

Stubborn Black has been developed with special emphasis on providing a jet black colour that is fade resistant up to 20 washes.

Vijaylaxmi Poddar, Managing Director, Clothing Culture, commented, “We at Sin Denim are constantly mining consumer insights and curating worldwide trends to create products that are both unique and relevant to young adults. Sin Denims is rapidly growing in its popularity among the youth segment. We are confident that Infectious will contribute to making Sin an ‘infectious’ brand among the youth.”

Ramanuj Shastry Ramanuj Shastry

Ramanuj Shastry, Founder & Director, Infectious, added here, “We are delighted to be chosen for this assignment. Fashion is big in a young nation like India and denim is the uniform of the youth. We look forward to doing some scintillating work for Sin Denims that resonates with the youth.”

“To create work for the youth is always a challenge, however, here the name Sin itself gave us a great starting point. We believe the youth of today have very strong points of view (POVs) and we want to bring that alive along with our product attributes,” said Nisha Singhania, Founder & Director, Infectious.



Client: Clothing Culture

Brand: Sin Denims - Stubborn Black

Creative agency: Infectious

Infectious team: Khalid Khatri, Imran Khan, Sujay Bhosle, Shashank Sharma

Photographer: R Burman

Production: Imran Khatri Productions

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