Brief Explanation

What differentiates a pair of Killer Stretch Jeans from an ordinary pair of denims? After all it looks like another ordinary pair of denims. To arrive at an idea that shows the extra stretch-ability of the Killer Stretch Jeans in day-to-day life throughout the year.

The Brief

To communicate the extra stretchable fabric of Killer Stretch Jeans in day-to-day life through a calendar.

How the final design was conceived

Through simple to understand graphics for eating habits and workout habits, we showed how our daily routine leads to changing waistlines throughout the year. We gain some, we lose some. Hence, a stretchable pair of jeans, that can still let everyone fit into the same pair of denims round-the-year without discomfort.

Indication of how successful the outcome was in the market

The press and outdoor campaign stretched the difference between an ordinary pair of denims/stretch denims and Killer Stretch Jeans by a considerable measure. Consumers quickly noticed the benefit of the product through the simple design and Killer Jeans showrooms across India saw a considerable amount of rise in footfalls. There were times that the product ran out-of-stock for days due to the demand. In a cluttered market-space, the essence of an iconic brand in a simple design captured a lot of eyes and hearts. Some consumers even requested to buy one when buying the jeans.