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Blackberrys goes bold with its innerwear

The formal mens’ clothing brand takes to the streets on Valentine’s Day with a daring campaign designed by Grapes Digital, to launch its new range of under garments. The campaign evokes a rave response on social media

BestMediaInfo Bureau | Mumbai | March 3, 2016

Blackberrys-innerwear Click on the image to watch the TVC.

In a bid to provide a complete wardrobe solution to Indian men, leading menswear brand,Blackberrys, has launched its innerwear range this season.

Blackberry’sinnerwear range attempts to offer men an edge, even when the clothes come off. The range offers quirky designs, apart from comfort. The fabrics used are a blend of fineSuprima cotton and Lycra. The range is currently available exclusively at select brand outlets.

The brand decided to do something unconventional for the launch of the range of innerwear. This Valentine’s Day, Blackberrys asked women on the streets of Delhi, what turned them on about their man’s underwear. Some answers were bold. Young women responded with answers like, “tight”, “with snakes”, “without is better”, and so on.

Passersby who responded to the Blackberrys survey were then asked to write a note to their ‘Boyfriend’s Underwear’ on a giant innerwear. Some plucky answers were ‘Transparent’, ‘Be Colourful’ and ‘Go Kachas’. The on-ground activity was created into Blackberrys innerwear campaign #BangOn.

Ajay Pradhan, Brand Manager, Blackberrys, said, “The innerwear category gave us the opportunity to loosen up the stiff imagery that the brand has due to its strong presence in suits and formals. This Valentine’s Day we decided to approach women instead of men to understand what were their thoughts and opinions on men’s innerwear. For a range that evokes quirkiness and humour, we wanted a campaign that would resonate the same.”

Commenting on this waggish yet subtle campaign, Shradha Agarwal, Strategy Head, Grapes Digital, said, “We worked on the insight of how men play a part today in purchase of women’s lingerie. The same stands true for women of today. They are bold, confident and know what they want. They also want their men to wear cool and hot inner wear.”

The campaign was promoted across all social platforms, like Facebook, Twitter, YouTube and Instagram. In a week’s time, the video received a good traction from digital media like Facebook and YouTube.

Pradhan added, “The responses we received were funny and exciting. We were amazed to see 1.5 million hits in less than 24 hrs. Today the total views stand at 2.5 million across all platforms for the campaign.”

The TVC:




Client: Blackberrys

Creative agency: Grapes Digital

Strategy Head: Shradha Agarwal


Creative Director: Zara Chowdhary

Director: UmangSabarwal

DoP: Faisal Bhatt

Editor: Abhishek Anid Dutta

Anchors: AakritiSahni and AnkushBahuguna

Assistant Producer: Shashwat Singh

Producer: Angad Bhatia

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