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Dentsu India once again flies high with Flying Machine’s F-Lite denim

MediaInfoline November 22, 2019

Flying Machine has once again joined hands with Dentsu India, the brand solutions agency from the house of Dentsu Aegis Network (DAN), to launch its new TVC and a series of Instagram films. This latest campaign promotes Flying Machine’s product, F-Lite denim.

Now, unlike the brand’s launch campaign that saw some heavy-duty splitting, Flying Machine has decided to go more light-hearted in this latest set (no pun intended)! The TVC flaunts a gang of friends defying gravity to reach a place one wouldn’t really expect to – all thanks to their ‘lightweight’ denim. TVC LINK.

For the record, the earlier F-Lite denim spot featured the South African Freestyle champion Justone Du Plessis who did a record 250 splits on the day of the shoot in a pair of F-Lite denims and took TikTok by storm with record number of views and engagement. Watch the film here.

The Instagram spots, meanwhile, showcase the lightweight feature of the denim with a languid soundtrack – particularly composed for this campaign. From the house of Arvind Lifestyle Brands Limited, Flying Machine is one of the coolest youth apparel brands in the country.

INSTAGRAM FILMS – 1st, 2nd and 3rd

Commenting on the films, Alok Dubey, CEO – Lifestyle Brands Division at Arvind Lifestyle Brands Limited said, “Yes. Denim is a serious business for us. But why should it be so serious for our customers – thus, this light-hearted take on what it means to wear a lightweight denim.”

“After the famous ‘Split’ TVC, which was a hardcore proof of really flexible jeans, in this new set of films for ‘light weight denim’, we’ve taken a leap of faith. What happens when Zero Gravity dates Denim? You get a really cool collection like F-Lite. After the success of ‘Split’, we are hopeful that these fun films fly for us,” said Malvika Mehra, Chief Creative Officer, Dentsu India.


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