06 June 2020 21:43


Dentsu India once again flies high with Flying Machine’s new campaign

Driven to innovate, Flying Machine continues to experiment and push boundaries in its latest campaign…

Flying Machine has once again joined hands with Dentsu India, the brand solutions agency from the house of Dentsu Aegis Network (DAN), to launch its new TVC and a series of Instagram films. This latest campaign promotes Flying Machine’s product, F-Lite denim.

Now, unlike the brand’s launch campaign that saw some heavy-duty splitting, Flying Machine has decided to go more light-hearted in this latest set (no pun intended)! The TVC flaunts a gang of friends defying gravity to reach a place one wouldn’t really expect to - all thanks to their ‘lightweight’ denim. 

For the record, the earlier F-Lite spot featured the South African Freestyle champion Justone Du Plessis who did a record 250 splits on the day of the shoot in a pair of F-Lite denims and took TikTok by storm with record number of views and engagement. 

The Instagram spots, meanwhile, showcase the lightweight feature of the denim with a languid soundtrack – particularly composed for this campaign. From the house of Arvind Lifestyle Brands Limited, Flying Machine is one of the coolest youth apparel brands in the country.

Commenting on the films, Alok Dubey, CEO - Lifestyle Brands Division at Arvind Lifestyle Brands Limited said, “Yes. Denim is a serious business for us. But why should it be so serious for our customers - thus, this light-hearted take on what it means to wear a lightweight denim.”

“After the famous ‘Split’ TVC, which was a hardcore proof of really flexible jeans, in this new set of films for ‘light weight denim’, we’ve taken a leap of faith. What happens when Zero Gravity dates Denim? You get a really cool collection like F-Lite. After the success of ‘Split’, we are hopeful that these fun films fly for us,” said Malvika Mehra, Chief Creative Officer, Dentsu India.


Creative Agency - Dentsu Network Advertising Pvt. Ltd.

Malvika Mehra – Chief Creative Officer

Mark Flory - Senior Creative Director - Art

Vimalkirti Deshmukh – Creative Director - Art

Madhumita Chaudhury – Creative Director - Copy

Samrat Chengapa – Executive Vice President

Manoj Rajpurohit – Account Director

Divya R – Account Supervisor

Sahil Pradeep – Account Executive

Shernaza Rasul – Films Producer

Production House - Mindblowing Productions, SA

Shamiel Soni – Director

Javed Aboobaker– Producer

Nemal Gelbert – VFX Supervisor

Read 489 times Last modified on Sunday, 24 November 2019 02:10
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