Flying Machine, Dentsu India stretch the limit with new campaign for F-LITE denim

India’s first homegrown denim brand from the house of Arvind Lifestyle Brands, Flying Machine is one of the coolest youth apparel brands in the country. Driven to innovate, Flying Machine continues to experiment and push boundaries, much like today’s millennials. The brand chooses to be a trendsetter rather than a fad-follower and this attitude is reflected in each and every one of its products. F-Lite is no exception – unique in terms of its lightweight, flexibility and breathable material, its denim that really pushes the limit on what denim can and can’t do.

This was the inspiration behind the collaboration with 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 to create this fun film that’ll surely put a smile on your face.

Commenting on the film, Alok Dubey, CEO - Lifestyle Brands Division, Arvind Lifestyle Brands said, “Our customers will not only enjoy this film but see for themselves how the F-Lite denim is designed to suit their lifestyle of non-stop fun and action – the proof is here.”

Malvika Mehra, chief creative officer, Dentsu India said, “What do you do when you get a brief for a fantastic product? You keep it simple and do a fantastic product window. One that lasts a full 30 seconds. With Justone, our freestyle champion, doing innumerable splits in the ultra-flexible F-Lite denims, we didn’t need to say much, the proof was in the pudding. This is the first of 5 very interesting films we’ve done for Flying Machine this season. Do watch this space for more action.”

Samrat Chengapa, executive vice president, Dentsu India said, What you will see in the film is, “When you can say it in many ways to make a point, then why stop at one!”

The TVC has already hit the Flying Machine social handles and will be airing on TV and cinema theatres soon.

Creative Agency - Dentsu Network Advertising Pvt. Ltd.

Malvika Mehra – Chief Creative Officer

Samrat Chengapa – Executive Vice President

Mark Flory – Sr. Creative Director - Art

Vimalkirti Deshmukh – Creative Director - Art

Madhumita Chaudhury – Creative Director - Copy

Shernaza Rasul – Films Producer

Manoj Rajpurohit – Account Director

Divya R – Account Supervisor

Sahil Pradeep – Account Executive

Production House - Mindblowing Productions, SA

Shamiel Soni – Director

Javed Aboobekar – Producer

Nemal Gelbert – VFX Supervisor

(We received this information in a press release).