John Players Jeans celebrates multifacetedness on Twitter as never before
John Players Jeans, the denim youth brand from ITC recently took twitterverse by storm with it’s never done before digital innovation to communicate the brand essence of ‘Being Multifaceted’. The brand’s initiative called as #JPJFlipographs campaign, showcased the multifacetedness of today’s youth who believes in living multiple lives/dreams at the same time.
A series of 6 images were posted on brand’s twitter handle (@itcjohnplayers) with each flipping to a different image as you click on it rather than getting bigger as it generally happens. Each of the graphics depicted different people in their usual jobs, but when you tap on the image, it turns into the person's other side. So a banker working on his computer changes to a DJ spinning a track, a scientist studying on a microscope transforms into an explorer looking for the perfect shot from his camera, a lawyer changes to a choir conductor.
Run on 31st December, 2015, the campaign instantly caught eyeballs as the twitterverse connected with the ideas instantly while getting awed by the technology used to create it. Needless to say, the campaign trended nationwide creating 2000+ conversations in an hour & 500+ retweets.
Speaking on the occasion, Mr Atul Chand, Divisional Chief Executive, ITC’s Lifestyle Retailing Business Division said, “JPJFlipographs is another initiative from John Players to bring technology & fashion together in a meaningful way. The campaign beautifully integrated the brand message with digital innovation creating multi-fold conversations. John Players Jeans has been pushing the envelope to be cutting edge in terms of products portfolio as well as using newer engagement platform to connect with Youth.”
Targeting the digitally savvy youth, John Players has been coming up with newer digital platforms for brand engagement. The brand is one of the first users of Dubsmash in the apparel category to implement it on ground, during the 2nd season of its activation #Buddiez. The brand has recently done a crowdsourcing campaign asking users to contribute Tattoos promoting its Tattoo line of laser printed denims. The winners soon would be receiving customized Tattoo denims with their own Tattoo printed on them. John Players has a vibrant community of over 7.4 lacs+ followers across social media platforms. The brand’s digital initiatives are being managed by Quasar, a Group-M agency who have done this world’s first ever innovation for John Players.
John Players Jeans has an impressive range of denims & casual clothing offering experimental washes, contemporary fits and bold styling. The brand’s entire range of denims comes with stretch as a mandatory feature along with differentiated products like laser printed Tattoo denims, Knitted denims & Second Skin denims. The brand is available across a chain of 400+ John Players exclusive stores, 1500+ Multi brand outlets, Key large format retail stores (Reliance Trends, Pantaloons, Max, Central) & leading ecommerce portals like snapdeal, Myntra, Flipkart, etc.