Flying Machine launches a new video

Flying Machine is India's first home bred denim brand and one of the coolest youth apparel brands in the country. With its constant need to innovate, Flying Machine continues to experiment and try out new things, much like the youth of today. The brand chooses to be a trendsetter rather than simply follow fads and this attitude is reflected in each and every one of its products.

For the Autumn Winter ’15 season, Flying Machine wanted to continue its ‘New Cool’ philosophy and do something that would be truly original. A new form of communication was the task at hand and a new language to talk to the youth was desired. With so much content doing the rounds on digital and with the advent of a ‘consume on the go’ trend, the need of the hour was advertising that was new in form and content. The youth of today always finds a way of staying cool irrespective of what happens around them.

Flying Machine created a song and music video inspired by the attitude of India’s youth featuring a youth icon Arjun Kapoor. Since Flying Machine has always celebrated new talent, they identified an upcoming Bollywood lyricist and collaborated with him and his team to bring alive a new youth philosophy – TRIPPING HIGH!  Vishal Dadlani has lent his voice to the song and given the lyrics a new cool feel. Altogether, the brand philosophy of being new has only been amplified by the collaborative nature of the entire project. The music video features Arjun Kapoor in different situations while the lyrics lead us along. And while the stances have a more rustic Indian feel the chorus is peppier and funky with a catchy slogan holding it together, “I’m tripping high high high like a flying machine…”The entire video is close to 2 minutes and will be promoted mainly on digital channels. Shorter edits of the same will also be promoted on other media channels.   

Rajesh Ramaswamy, Executive Creative Director said, "If new cool was the deal, we really wanted it to be new. A new format. A new style of presentation. We decided to be completely open minded and decided to collaborate with Vayu. We found in his work new expressions. And yes the result is something that reflects new cool". 

Alok Dubey, CEO Lifestyle Brands Division said, "Flying Machine stands for The New Cool, the reason we tried an all- new approach this season. We created a brand anthem (read Branthem) instead of a regular 30sec TVC. We want the song from our anthem to create an impact on everyone's mind and therefore kept it very simple and hummable. Also the stop motion art of the brand anthem is new age, techno and the in thing which today's youth is hooked on to".

Flying  Machine collaborated with young minds like Vayu to pen down the lyrics which exudes the philosophy of stylish innovative and cool and got Vishal Dadlani to voice this, who connects to the youth directly.