How Do You Launch A Pair Of 13 Pocket Jeans ?
With an ad campaign. With a human experiment.
THE BRAND BACKSTORY
The Roadster Life Co., is India’s largest online roadwear brand and is owned and retailed only on Myntra, India’s largest online fashion portal. But contrary to their vast e-commerce presence, brand communication was still limited to TVCs and community management on social. The challenge was to create a campaign that wouldn't just help them sell their limited edition 13-pocket-jeans, but one that would also turn The Roadster Life Co., into a credible, engaging and experiential lifestyle brand of the digital age.
THE CHALLENGE //
MEET POCKETMAN. A MAN CHALLENGED TO LIVE FOR 48 HOURS WITH ONLY THE CONTENTS OF HIS 13-POCKET-JEANS. AND THE HELP OF HIS FANS ON SOCIAL MEDIA.
We gave him 5 minutes to pack in as much as he could, including a mobile phone, and then we locked him in a box and livestreamed the whole thing.
His task? Prove that a man can live out of his Pocketman jeans.
IN HIS POCKET
LIFE AND TIMES
IN THE BOX
He didn’t just survive thanks to his 13 pockets and the help of all those watching him - he thrived.
He’d managed to fit in everything he’d need to go from survivor to entertainer, musician, filmmaker, chef, engineer and Frenchman to Indian heartthrob. He built up an army of ardent fans while demonstrating the utility of Pocketman jeans, educating you with survival hacks, language lessons and tales from his travels. Fans could interact with him via Twitter, throwing in their tips and thoughts. Not a dull moment on record. We even let you watch him while he was sleeping to prove that there was zero fiction involved.
IN ONLY 48 HOURS
THE WORLD’S LONGEST LIVE-TWEETING ACTIVITY
& INDIA’S LONGEST CONTINUOUS LIVE STREAM