#PowerPockets -Tonic’s deep listening sparks off product innovation for Flying Machine

This Women’s Day, Flying Machine urges you to dig deeper with its limited edition launch of denims with deeper front pockets for women.

Staying true to the brand’s legacy of cool that has come to achieve a cult status, #PowerPockets launched this Women’s Day aims to create a stir in the retail industry with this simple yet impactful design innovation. Conceptualized by Tonic Worldwide, #PowerPockets is the result of Deep Listening with their in-house insight mining tool – Gipsi and launched with a strong digital and offline activation.  Unlike the mushrooming listening report services, Gipsi deep listening method listens beyond the tool data and mines insights with an AI+HI process. What started as an insight from deep listening, translated into a deeper pockets line for women by Flying Machine. The #PowerPockets campaign in its own witty way introduces a genuinely useful design innovation amidst the superficial hype around women’s day.

Commenting on the campaign, Shourya Ray Chaudhuri, Managing Partner and Creative Head at Tonic Worldwide, says, “"There are brands that are all talk and those that walk the talk. We've helped Flying Machine address a problem no denim brand was willing to accept, leave alone address. These 'Pocket-Power' jeans are a product of what happens when digital research meets creative in holy matrimony. This Women's Day, we've gone past creating a social post. We've created a product line."

Commenting on Tonic’s research process that led to the innovation Anjali Malthankar, National Strategy Director says “Our Gipsi deep listening revealed women were complaining about small pockets and buying men’s denims for deeper pockets. Both men and women own similar phones, and both need similar pockets to keep their phones - then why not have deep pockets for both? In short, pockets need to be gender neutral.  We saw a product implication for the brand and an opportunity to delight the women with #powerpockets. It gives us great satisfaction to see our deep listening insights translating into real world product innovation!”


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