Title | BLUE FILM FESTIVAL |
Brand | SPYKAR |
Product / Service | SPYKAR INDIGO COLLECTION |
Category | A02. Durable Consumer Goods |
Entrant | SCARECROW COMMUNICATIONS Mumbai, INDIA |
Idea Creation | SCARECROW COMMUNICATIONS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Manish Bhatt | Scarecrow Communications Ltd. | Founder |
Raghu Bhat | Scarecrow Communications Ltd. | Founder |
Kapil Tammal | Scarecrow Communications Ltd. | Executive Creative Director |
Mustafa Kapasi | Scarecrow Communications Ltd. | Senior Creative Director |
Lalit Sakurkar | Scarecrow Communications Ltd. | Associate Creative Director |
Saikat Sengupta | Scarecrow Communications Ltd. | Group Head Copy |
Faraaz Ansari | Scarecrow Communications Ltd. | Art Director |
Arnab Choudhaury | Scarecrow Communications Ltd. | Copywriter |
Akansha Singh | Scarecrow Communications Ltd. | Copywriter |
Arunava Sengupta | Scarecrow Communications Ltd. | Founder |
Mangesh Mulajkar | Scarecrow Communications Ltd. | Senior Vice President |
Ishaan Shah | Odigma | Digital Team |
Shrishti Shah | Odigma | Digital Team |
Merlyn Fernandes | White Marque Solutions | PR Manager |
Raj Mistry | Snowball Studios | Director |
Raman Chauhan | Snowball Studios | Executive Producer |
Salim Singh | Snowball Studios | Executive Producer |
Sudheep Sengupta | Snowball Studios | Director of Photography |
Mann Parekh | Scarecrow Communications Ltd. | Senior Account Executive |
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 the 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 Listicle on Scoopwhoop (a Buzzfeed-styled webzine) with embedded teaser http://www.scoopwhoop.com/inothernews/facts-about-the-adult-film-industry/ One microsite
(Results: Brand’s boldness-quotient and youth-connect increased | Twitter: Trended #1 | Reach: Over 40 million people | Store footfalls: 50% increase)
• Data gathering: Nielsen's study on the growing online purchase behaviour in India http://www.nielsen.com/content/dam/corporate/india/reports/2012/Me-tailing-and-how-India-shoppers-are-now-buying-online.pdf Pornhub's report on India's porn appetite (India was ranked 3rd in global online porn traffic) http://www.pornhub.com/insights/pornhub-2015-year-in-review • Target Audience (consumer demographic/individuals/ organisations): Youth (Male and Female) 15-28 years • Relevance to platform: Youngsters tend to watch adult content on smartphones, tablets and laptops. Interestingly, they also shop online, using these very same devices. Using the common platform that they explored for both adult content and shopping, we played a nationwide prank and revealed the new denim collection to a hooked audience. • Approach: Instead of creating a digital catalogue with static images, we made 10 videos that could be shared on social media. By pixelating the denims worn by the models, and calling it India's first Blue Film Festival (in India, porn films are also known as blue films), we hooked the youth of the nation