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Flying Machine creates youth philosophy of ‘Tripping High’ in latest campaign

Created by Lowe Lintas Bangalore, the music video is an anthem inspired by the attitude of the youth of India featuring actor Arjun Kapoor

BestMediaInfo Bureau | Mumbai | November 13, 2015

Flying-Machine Click on the image to watch the TVC.

As India's first home- bred denim brand, Flying Machine is today seen as an apparel line that’s largely favoured by the youth of the country. Much like the young denizens, Flying Machine continues to experiment and try out new things in keeping with its constant urge to innovate. The brand chooses to be a trendsetter rather than simply follow fads and this attitude is reflected in each of its products.

For the Autumn Winter ’15 season, Flying Machine wanted to continue its ‘New Cool’ philosophy and do something that would be truly original. A new form of communication was the task at hand and a new language to talk to the youth was desired. With so much content doing the rounds on digital and with the advent of a ‘consume on the go’ trend, it was essential to deliver the message in a manner that appealed to the young target audience.

The initiative that has been created by Lowe Lintas Bangalore is a song and music video inspired by the attitude of the youth of India and features youth icon Arjun Kapoor. In today’s digital age, co-creation is a big trend and was something that inspired the brand to collaborate with different artists. As Flying Machine has always celebrated new talent, it identified an upcoming Bollywood lyricist, Vayu Srivastav, who had also penned the lyrics for the ‘Banno tera swagger’ for Tanu Weds Manu 2, and collaborated with him and his team to bring alive a new youth philosophy – ‘Tripping High’

The visualization has been inspired by the lyrics of the song and brought alive by a bunch of youngsters who are into digital and motion graphics. Also, the treatment for the video is stop motion, which delivers an output that makes the campaign stand out.

Alok Dubey Alok Dubey

Commenting on the campaign, Alok Dubey, CEO of Lifestyle Brands Division, said, “Flying Machine stands for the ‘New Cool’, the reason we tried an all-new approach this season. We created a brand anthem or ‘Branthem’ instead of a regular 30 sec TVC. We want the song from our anthem to create an impact on everyone's mind and therefore kept it very simple and hummable. Also the stop motion art of the brand anthem is new age, techno and the in-thing which today's youth is hooked on to.”

Noted music director and playback singer Vishal Dadlani has lent his voice to the song and given the lyrics a new feel. Altogether, the brand philosophy of being new has only been amplified by the collaborative nature of the entire project. The music video features Arjun Kapoor in different situations while the lyrics lead the plot along. And while the stanzas have a more rustic Indian feel the chorus is peppier and funky with a catchy slogan holding it together, “I’m tripping high high high like a flying machine…”

Flying Machine collaborated with young minds like Vayu to pen down the lyrics which exude the philosophy of stylish, innovative and cool and got Vishal Dadlani to lend his voice, and build a connect with the youth directly.

Rajesh Ramaswamy Rajesh Ramaswamy

Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas Bangalore, said,“If new cool was the deal, we really wanted it to be new. We wanted a new format, a new style of presentation. We decided to be completely open - minded and collaborate with Vayu. We found in his work new expressions. And yes, the result is something that reflects new cool.”

The entire video is close to 2 minutes long and will be promoted largely on digital channels. Shorter edits of the same will be promoted on other media channels at a later stage.

The TVC:

[youtube]https://www.youtube.com/watch?v=FNMJeabzzTY[/youtube]

Credits:

Creative: Arun Iyer, Rajesh Ramaswamy, Kishore Mohandas, Nischal Thapa, Arpan Bhattacharyya, Devika Srivastava

Business: G.V. Krishnan, Sudhir Rajasekharan, Bhupender Agarwal, Vishwanath R.

Production house: Katalyst Creates (a division of Sri Adhikari Brothers)

Producer: Ravi Adhikari

Director: Parthsarthi Iyer & Vayu

Creative Director: Parthsarthi Iyer

Song by: Shivangi-Vayu feat Vishal Dadlani

Info@BestMediaInfo.com

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