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Out of the box: Jealous 21 distributes free jeans in a two-day campaign

30,000 girls registered on the women’s denim brand website for free jeans and it gave away 5,000 jeans across Mumbai, Bangalore, Delhi and Chennai

BestMediaInfo Bureau | Mumbai | March 29, 2017


In an out-of-the-box campaign ‘Free Jeans Day’, Jealous 21, a denim brand for girls from the house of Future Lifestyle Fashions, organised India’s first ever free Jeans Day on March 25 and 26, 2017, at stores in Mumbai, Bangalore, Delhi and Chennai. The campaign was specially designed for the new-age trial generation. With this initiative, the brand gave an opportunity to the girls to get a first-hand experience of its products and build a strong bonding with the brand.

Right from the first stage, the campaign integrated online and offline channels. While for registration the participant reached out on Jealous 21’s website, the actual distribution of Jeans took place at select store outlets, followed with a post on by the participants on their social media handles.

Commenting on this omni-channel strategy, Shibani Mishra, Chief, Marketing of FLF Brands, said, “This initiative is a testimony of a massively successful online- to-offline (O2O) campaign in the fashion industry. We are extremely happy that we could create huge awareness for the brand, drive footfalls to the stores, make girls to try our products and get them to engage back with the brand on social media all at once through this one campaign. We thank our customers for believing in the brand. We will now create a loyal customer base for the brand by integrating the social media platform with our CRM programme in the process. ”

Participation in the campaign involved simple steps, where girls were invited to register on Jealous 21 website to get their unique code to visit the store. At the store, the girls had to take a selfie wearing any Jealous 21 garment and upload it, tagging @jealous21 and #freejeansday on Instagram or Facebook and walk away with a free pair of jeans. The brand offered a hassle free experience to the participants, by delivering what was promised in the simplest way, without any additional terms and conditions.

The registrations itself garnered a massive response with over 30,000 entries and long queues in front of the stores. Around 5,000 women participated and received free Jeans for experiencing the feel and fitness offered by the women apparel brand. Jealous 21 is confident that if once girls use the brand products, they will give their loyalty to the fine quality and fittings offered by the brand.

On the success of the event, Rahul Gupta, VP, Jealous 21, said, “We are thrilled by such a huge response. The experiment was not only a first for Jealous21, but also a first for the country. We are extremely happy that girls turned up for the event in such huge numbers and could get a first-hand experience of our latest Spring Summer Collection and grabbed their favourite Jealous Jeans. We are confident that the products will speak for themselves, and the girls will now come back to the brand again and again.”

The campaign was a perfect case study of an omni-channel marketing strategy where customers were holistically engaged in both online and brick and mortar retail.



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Comments (1)
  • Illiana Ter- 3 years ago

    Is this called marketing now?