Flying Machine: 'Fake' identity

The new campaign, which comprises nine TVCs of Flying Machine from the house of Arvind Brands, is based on the core theme of the brand, 'I am sexy, when I am me'.

The new campaign of denim brand Flying Machine, from the house of Arvind Brands, targets the youth and is based on the core theme, 'I am sexy, when I am me'. The television commercials show two different sides of the youth - boys who are not pretentious and girls who can 'fake it' easily.

The TVCs, titled, 'Deo', 'Saturday Night', 'Out' and 'Dry Clean', feature different boys under various circumstances, who wear the same T-shirts for various outings and only change their accessories if needed. The TVCs end with the tagline, 'Boys don't fake it!'. Two other TVCs titled 'Coordinated' and 'Messed up look' show two girls getting dressed - while one coordinates all her accessories with the dress worn by her, the other girl intentionally messes her proper look to create a new look. The TVC ends with the tagline, 'Girls can fake it!'.

Speaking to afaqs!, Alok Dubey, vice-president, Arvind Lifestyle Brands, says, "The campaign is largely based on the core theme, 'I am sexy, when I am me'. The TVCs target the youth and highlight the fact that the youth is not pretentious and boys are very different from girls. While boys don't fake it and are not that concerned about their looks, clothes and accessories, girls take this job very seriously and hence can 'fake it'. The campaign stresses on the core message of brand Flying Machine."

Arun Iyer, national creative director, Lowe Lintas & Partners, explains, "All the television commercials are based on one single insight, that is, 'how comfortable people should be being themselves'. And, boys are never bothered that much about their looks and apparel. Even while going out, boys don't think much in terms of clothes. As for girls, they are a lot more thorough and even when they intend to dress down, they do it intentionally. The TVC reflects the insights in a very natural way."

The campaign comprises nine TVCs, of which four feature girls and five are based on boys. Also, the company will launch a print campaign on June 1. The brand plans to use daily newspapers for ads featuring boys and lifestyle magazines to target girls. It also plans to launch an out of home campaign.

Too straight?

Shiveshwar Raj Singh, group creative director, Draftfcb Ulka, says, "Here's a brand that is desperately trying to connect with the youth, but hey! - who isn't nowadays? So the commercials have to be edgy, naughty and in your face but again, which commercial isn't nowadays? If I break down what is being tried blatantly here, the TVCs say that girls are like this, and boys are like that so buy me because I know what guys and girls are like. Maybe the youth understood the meaning but I didn't. Some brands are born cool, while others rise to coolness; and many others, like this one, fall flat in their attempts to be cool."

Atika Malik, senior vice-president and executive planning director, JWT India, remarks, "Getting it just right in youth brand communication is always a bit of a tightrope walk. In this one, what works are execution elements like the deadpan, the matter-of-fact underplayed vibe, the silence, the scratched sound track. Even the specific film insights of guys nonchalantly exchanging tees, adding a special touch for a date and creation of accidental fashion are nice."

According to Malik, what doesn't work is the 'Boys don't fake it 'and 'Girls can fake it' tagline and what it brings to the party. "The brand's strategic intent, 'I am sexy, when I am me', is simple and resolves the fit in and stand out dilemma of the youth. And, a fashion brand can own if it's encouraging an individualistic fashion touch. But why add the boys and girls polarising behaviour of faking or not faking as a layer to the idea? Here, 'Idea pe idea' is not needed," she adds.