JG Hosiery group has rolled out a campaign for its Sporto Flexiwear range.
Conceptualised by Garage Worldwide, the campaign consists of four films. Each of them shows how the pandemic and the lockdowns have made the protagonist do a household chore for the first time.
They compare that chore to a scientific first (first step on the moon, discovery of gravity, invention of the light bulb and Archimedes' principle).
Navinn Seksaria, Jt. MD, J G Hosiery, commented, "As a modern youthful brand, we are always keeping an eye on what's going on with our consumers and we feel this is a behavioural shift everyone would connect with. More men have become flexible and supportive during this pandemic, and at Sporto we wanted to celebrate this kind of flexibility with a dose of self-deprecating humour. After all, the best of brands put a smile to our faces, don’t they?”
Ninad Umargekar, a strategy consultant, who led strategy for the campaign, added, "The mind moves first, the body follows. Sporto makes flexible clothes but our vision is to facilitate a more flexible world where humans bend and flex for the overall benefit of the world. Flexiwear, the product is merely a medium to carry the attitude of flexibility. That the clothes are flexible, helps greatly.”