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

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

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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