Blackberrys goes #BangOn

In the quest to provide a complete wardrobe solution to Indian men; leading menswear-clothing brand Blackberrys launched #BangOn, its brand new innerwear range this season.

Progressive Indian men not only want to look good on the outside but also are becoming more and more conscious about their appearance underneath. Blackberrys offers men the much needed edge when the clothes come off. The product designs are quirky while also being very comfortable. The fabrics used are a blend of finest Suprima cotton & Lycra. The range is currently exclusively available at select brand outlets.

For the launch the brand decided to do something unconventional and fun.On the auspicious occasion of Valentine’s Day, women on the streets of Delhi were interviewed about their preferences when it comes to men’s innerwear. The video capturing the funny and witty answers has reached over 2.1 million views on Facebook and over 6 lakh views on YouTube.

Ajay Pradhan, Brand Manager, Blackberrys says, “The innerwear category gave us the opportunity to loosen up the stiff imagery that the brand has due to its strong presence in suits & formals. This Valentine’s Day we decided to approach women instead of men to understand what were their thoughts and opinions on men’s innerwear. For a range that evokes quirkiness and humour, we wanted a campaign that would resonatethe same.”

Shradha Agarwal, Strategy Head, Grapes Digital says, “We worked on the insight of how men play a part today in purchase of women lingerie. The same stands true for women of today. They are bold, confident and know what they want. They also want their men to wear cool and hot inner wear.”

With this insight, and to create a virality quotient, Grapes Digital worked with MensXP.com to execute a VOX POP for #BangOn campaign. The campaign was promoted acrossall social platforms like facebook, twitter, Youtube and instagram

“The responses we received were funny and exciting. We were amazed to see 1.5 Mn hits in less than 24 hrs. Today the total views stand at 2.5 Mn across all platforms for the campaign,” adds Ajay.