'Don't Tag Us' says Flying Machine's new campaign

Speaking exclusively to Adgully, Arun Iyer, National Creative Director, Lowe Lintas, said, "The inspiration for the idea for the agency comes from this popular feature on social networking sites and we've used it to promote the thought of "Don't put a tag on us' or "Don't tag us'."

Speaking about the idea and the base line behind this campaign, he said, "People are at their uninhibited best when they are with their closest friends. They are themselves and do the wildest things, also they behave in a manner that's never been seen before. They have fun! They act crazy! But they do not want this side to be seen by the whole world. A common phrase at most parties or gathering with friends is, "Please don't tag me on these pictures!"

The whole campaign again keeps "attitude' as their status symbol. Flying Machine has always focused at "Atittude' of youngsters in all their campaigns.

"The client's brief was really simple, said Iyer, "It was to retain the brands image of carrying attitude. They wanted to show the autumn winter collection in a stylish way keeping their, "attitude' line."

The execution shows youngsters having fun, being themselves and letting loose. And each picture has a white box depicting a tag.

The copy then reads, DON'T TAG US! DON'T JUDGE US BY WHAT YOU SEE. DON'T DECIDE WHO WE ARE. DON'T DECIDE WHO WE ARE NOT. DON'T LABEL US WITH YOUR PERCEPTIONS. THERE'S MORE TO US THAN YOUR TAGS!" | By Aanchal Kohli [aanchal(at)adgully.com]