The Brief

Killer, India's largest denim brand, was launching its range of Water Saver Jeans, where each pair saved 100 litres of water during manufacturing. But the problem was they looked like any other pair of jeans. We needed an idea that would not only communicate the water saving benefit but also make the line fashionable among environmentally conscious youth.

Describe how the promotion developed from concept to implementation

To promote the new line, we used the product itself as the medium. We dyed each pair of Water Savers green on the inside, so when you folded them up, you got a green fold, instead of the usual blue one. THUS, THE JEANS WITH THE GREEN FOLD WAS BORN.

Describe the success of the promotion with both client and consumer including some quantifiable results

THE GREEN FOLD BECAME THE FASHION TREND OF THE SUMMER. Fashion magazines, blogs and renowned Indian fashion designers like Narendra Kumar and Lascelles Symmons endorsed the Green Fold. The campaign boosted sales by around 33% and generated around $2.4 million of free publicity. MOST IMPORTANTLY, THE GREEN FOLD HELPED SAVE AROUND 530,000 LITRES OF WATER. The success of the campaign has prompted Killer to re-look its entire line with the Green Fold.

Explain why the method of promotion was most relevant to the product or service

Young people today love to flaunt their support for causes, especially environment related ones. By giving the jeans a green fold, we transformed Killer's Water Savers into a symbol of saving water. With the Green Fold, Killer not only gave the youth a stylish range of jeans, but they also gave them a cause to support and show off.