Spykar's new Indigo dyed collection was called the 'BLUE' collection. Incidentally, in India, porn films are called Blue films. The play on the word blue, inspired a prank to launch the collection.

We launched India's first-ever blue film festival. It comprised of 10 digital films, with international models clad in Spykar's Blue collection.

The twist was - their denims were pixelated - making them 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.

Implementation:

We shot a stylish teaser, with models wearing denims from the blue collection, and pixelated the denims. We also inserted FB ads and tweets with pixelated images (suggesting adult content). On clicking them, one could view the teaser. At the end of the titillating teaser, the website (with hyperlink) www.bluefilmfestival.com was revealed.

There, they could see all 10 films (with the bodies of models pixelated). A countdown to the reveal (in exact number of seconds) added to the excitement. Ultimately, the films were completely unpixelated, revealing the new denim collection.

Timeline:

The digital teaser, the FB posts and tweets were up online, for two days, after which the unpixelated videos were revealed on the microsite.

Placement and Scale:

Teaser tweets linked with teaser

Teaser ads on Facebook linked with teaser

One microsite

10 stylishly shot digital films that were initially pixelated, and then fully revealed, showcasing the new collection

• Reach (achieved organically with zero spends):

Impressions: 40 Million+ (combining Facebook, YouTube and Twitter)

• Engagement:

Every visitor spent about 52 seconds on the website (standard time spent 38 seconds) and 1.31 pages per session (standard pages per session 1.23 pages)

• Sales

Increased to INR 348 Million (compared to 275 Million, in 2014)

• Achievement against business targets

27% Y-o-Y Growth