An ordinary day in the life of today's youth witnesses different sides of him coming alive. The bank might occupy his hours from 9 to 5 and music may take over after. While some make a choice between the two, the John Players Jeans vision is for them to dwell and live all their passions. Passions truly define one, only when they all come together.

Our idea had to bring out this dual personality of an individual and celebrate his multi-faceted traits. We wanted to celebrate those who always stood out of the crowd and steered away from playing it by the script. John Players Jeans had to come out as a brand that understands the youth and is as multifaceted as them. Our rendition of this creative idea had to be unscripted, something never done before.

Since playing unscripted is at the core of our brand ideology, our execution had to be as unique and as innovative as it gets. Our tech team came up with a brainwave never tried before. Based on multi-layered visuals, the image portrayed one facet of an individual on the Twitter home feed, and a completely different facet when enlarged.

Twitter being a highly dynamic and responsive medium, we wanted a big bang on one of its busiest days of the year - the New Year's Eve.

31st December 2015 witnessed the launch of the #JPJFlipographs. After a few teaser posts created intrigue in Twitterverse, we tweeted 6 consecutive situations highlighting the dual aspect of a multi-faceted individual. For e.g. a daytime banker flipped into a DJ at night, a scientist doubling as a photographer and so on.

The results did better than imagined. The numbers were staggering. Conversations managed to take over the New Year celebrations with many coming back to us with their own multi-faceted life stories.

· Over 2000 conversations

· More than 500 retweets

· 15,733,436 twitter impressions

· Organically trended at number one in India on 31st December 2015.

(above #NewYearsEve and #HappyNewYear)

· Engagement rate grew 9X from 1.1% to 9.9%.

· KPIs surpassed the targets by more than 100%.