Flying Machine has rolled out a campaign for its Autumn Winter ’15 season conceptualised by Lowe Lintas. The music video-like film features Arjun Kapoor, with Vishal Dadlani lending his voice to what is billed as a 'Branthem'.
It opens with Kapoor getting ready as he walks out of his closet. Animation takes over, to showcase Kapoor in different situations and attire with the lyrics leading the plot along. The slogan being: "I’m tripping high, high, high, like a Flying Machine…”
Alok Dubey, CEO – lifestyle brands division, Arvind Mills, said, "Flying Machine stands for 'The New Cool', the reason we tried an all-new approach this season. We created a brand anthem read 'Branthem' instead of a regular 30-sec TVC. We want the song from our anthem to create an impact on everyone's mind and therefore kept it very simple and hummable. Also the stop motion art of the brand anthem is new age, techno and the in-thing which today's youth is hooked on to."
Rajesh Ramaswamy, executive creative director, Lowe Lintas Bengaluru, said, "If new cool was the deal, we really wanted it to be new. A new format. A new style of presentation."
The video is currently being promoted on digital channels.
Client: Flying Machine
Creative agency: Lowe Lintas Bengaluru
Creative: Arun Iyer, Rajesh Ramaswamy, Kishore Mohandas, Nischal Thapa, Arpan Bhattacharyya, Devika Srivastava
Business: GV Krishnan, Sudhir Rajasekharan, Bhupender Agarwal, Vishwanath R.
Production house: Katalyst Creates (a division of Sri Adhikari Brothers)
Producer: Ravi Adhikari
Director: Parthsarthi Iyer, Vayu
Creative director: Parthsarthi Iyer
Song by: Shivangi-Vayu feat Vishal Dadlani