BLUE FILM FESTIVAL

TitleBLUE FILM FESTIVAL
BrandSPYKAR
Product / ServiceSPYKAR INDIGO COLLECTION
CategoryA02. Durable Consumer Goods
EntrantSCARECROW COMMUNICATIONS Mumbai, INDIA
Idea Creation SCARECROW COMMUNICATIONS Mumbai, INDIA

Credits

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

The Campaign

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.

Creative Execution

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

Links

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