Blue Film Festival - Spykar

Spykar, one of India’s leading denim brands, wanted to excite the country's digitally-hooked youth with its Autumn Winter ’15 Collection: the indigo dyed Spykar Blue Collection. Like most youngsters, Indian youth are on the lookout for adult content, online. Incidentally, in India, porn films are called Blue Films. This inspired a nationwide prank - India's first ever blue film festival. 10 digital films with international models clad in Spykar's Blue collection were shot. The twist was - their denims were pixelated - making these videos look like adult content. These teasing videos, shared on social media, helped grab the attention of the youth of India. Ultimately, the videos were un-pixelated, revealing the stylish Blue collection. Results: Brand’s boldness-quotient and youth-connect increased | Twitter: Trended #1 | Reach: Over 40 million people | Store footfalls: 50% increase.

• Data gathering: Nielsen's study on the growing online purchase behaviour in India http://www.nielsen.com/content/dam/corporate/india/reports/2012/Me-tailing-and-how-India-shoppers-are-now-buying-online.pdf Pornhub's report on India's porn appetite (India was ranked 3rd in global online porn traffic) http://www.pornhub.com/insights/pornhub-2015-year-in-review • Target Audience (consumer demographic/individuals/ organisations): Youth (Male and Female) 15-28 years • Relevance to platform: Youngsters tend to watch adult content on smartphones, tablets and laptops. Interestingly, they also shop online, using these very same devices. Using the common platform that they explored for both adult content and shopping, we played a nationwide prank and revealed the new denim collection to a hooked audience. • Approach: Instead of creating a digital catalogue with static images, we made 10 videos that could be shared on social media. By pixelating the denims worn by the models, and calling it India's first Blue Film Festival (in India, porn films are also known as blue films), we hooked the youth of the nation