We decided to demonstrate the torture and pain a denim jacket or a pair of jeans would go through at our festival with an attention-grabbing promo.

There is a sect in India known as ‘Kadak Lakshmi’. Young men from this sect inflict pain upon themselves by whipping themselves. They normally indulge in this act bare bodied, have their faces painted; wear colourful pyjamas (pants) and ghungroos (large anklets). Along with the loud swoosh of whip, they are anything but inconspicuous. Bringing one of these men on board we made them wear a denim jacket with the information about the festival printed on the back of the jacket.

Although the promo was a low-cost initiative, it delivered big on the returns.

75% more people put their denims through torture during the activity period compared to the previous year.

We also recorded a 110% more footfall.

The Marketing Manager even called it a ‘whipping’ success.