fbb celebrates 23rd April as World Shorts Day
fbb, the fashion destination at Future Group, will be celebrating World Shorts Day on 23rd April year on year. Keeping in mind the soaring temperatures and the must-have for this heat i.e., shorts, the brand will reach out to every man in India to embrace ‘the casual’ and get cooler this summer through their #DropThePants campaign.
To launch World Shorts Day, fbb has taken a bold and whacky route with its #DropThePants campaign. The campaign #DropThePants is digital and will have popular stand-up comedian Vir Das starring in its promotional video. The video has Vir announcing the day through a hilarious and engaging video that urges men to #DropThePants on #WorldShortsDay.
The aim of the digital campaign is to popularise shorts as a summer trend. This is the first time that a retail brand has taken the effort to own a merchandise category by creating such a brand property. fbb is also trademarking ‘World Short’s Day’ as fbb’s IP.
Rajesh Seth, COO at fbb, commented on the campaign, “World Shorts Day is an initiative by fbb to popularize shorts as a category and also own it. The campaign will also help us connect to our customers in a fun and interesting way”.