There are two ways to promote an apparel catalogue – the conventional way or the risqué way. Oh yes, there’s also the teaser way.
Spykar teased audiences with the launch of a ‘Blue Film Festival’ ahead of its Autumn Winter ’15 collection. The campaign has been conceptualised by Scarecrow Communications.
Led by a website www.bluefilmfestival.com and an ‘Official Trailer’ (above), the campaign saw social media and digital amplification. The video suggests more in the adult entertainment genre ‘Coming Soon’, with pixelated visuals adding to the intrigue.
The reveal happened a day later, wherein videos of couples in scenarios like ‘Car Wash’, ‘Library’, ‘Elevator’ and ‘Audition’ went live, sans the pixelation. But the films could only be classified as ‘blue’ because of the denim wear showcased by the models, albeit in playful and naughty scenarios.
Digital ads are running currently drawing people to the campaign website.
Manish Bhatt, founder director, Scarecrow Communications, said, “Ha, ha, ha, sorry ladies and also the gentlemen of this cultured nation, sorry moms and dads who regularly check the FB walls of their children, sorry moral police, sorry local authorities, sorry censor board, sorry all the sanskari people (including Alok Nath), it was a great fun playing a nationwide prank with the youth of India. What better way to grab their eyeballs and make them browse through the video catalogue of Spykar’s new Autumn-Winter ’15 Blue Collection, other than compiling them under the name of Blue Film Festival! ”
Sanjay Vakharia, COO, Spykar Lifestyles, said, “For this year’s Autumn Winter Collection, we used Indigo-dyed fabric that fades with every wash, revealing a new blue every time and decided to call it the Blue Collection. We wished to come up with an unconventional catalogue that every young person will love to go through, and will also resonate with Spykar’s quirky, edgy and innovative brand personality.”
The campaign reminds us of one by Shai, a European label, which went the whole hog to showcase its catalogue about a decade ago. Their tagline then, was this: ‘There’s no reason to be Shai’.
Given the limitations of the market and brand, we’ll give Spykar the thumbs up on this one.