Myntra locks up Pocketman to promote jeans

The e-tailer has come up with a digital/BTL campaign for its latest product.

Roadster, Myntra's in-house casual wear brand, has introduced a new product called Pocketman Jeans with a unique campaign or 'human experiment', as it is being addressed, where a 'Pocketman' is locked in a box. He has to survive for two days, on the items he has carried in his jeans pockets. The box is placed in a mall in Bangalore.

The activity inside the box, will be streamed live on various social media platforms like youtube, facebook and twitter along with a separate website, dedicated specifically to the campaign.

The digital campaign also involves elements of OOH and BTL in order to increase curiosity and drive audience to social media. In addition, the jeans are also being promoted on Myntra's application.

The limited edition jeans, priced at Rs 3,999 and available in four shades, designed with 13 pockets, suspenders and zip fasteners, targets the "young at heart", who love stepping outdoors and backpacking. The campaign, designed by Brave New World advertising, intends to draw attention to the multi-purpose, rough design of the product. "We wanted a new, never-been-done-before experiment, which also showcases the unique features of the jeans," says Manish Aggarrwal, VP Marketing, Myntra Fashion Brands.

Meanwhile, social media has responded well to the campaign, with 500,000 views in three days, and continuously increasing hits on the Pocketman website. The Pocketman, Eric Monjoin, has also gained a substantial female following.

Roadster, which had roped in Ranveer Singh as its brand ambassador decided against celebrity association for this campaign. "We could have very well put a celebrity in for 48 hours, but then the highlight would have been the celebrity, and not the product or the experiment," adds Aggarrwal.

Roadster, according to Aggarrwal, received phenomenal response for the limited edition jeans in terms of sales. The company may introduce other products in the line. The Pocketman is set to get out of the box on June 5, but promotions will continue on the app and social media.