Spykar introduces new category of denims: GYM JNS
India’s leading denim brand for the youth- Spykar, launched a unique TVC, to introduce India to a new range of denims called GYMJNS. Spykar GYMJNS jeans are the first-ever athleisure jeans created for the outrageously stylish fitness enthusiast. With a ‘4-Way Dynamic Stretch’ and ‘Ergonomic Construction’ these jeans offer the user unrestricted freedom of movement, making them an ideal clothing for the gym and for the outside too!
Spykar GYMJNS are ideal for those who like to pack their day with many exciting things including workouts.This launch marks the brand’s venture in the athleisure category.
The TVC highlights the fun and extra side of the millennial lifestyle. Matching the product features, the campaign tagline #BeExtraa strikes a chord with the youth of today in their lingo.
The ad shows anathletic young man entering the gym wearing denims and the girl at the front desk takes notice and exclaims a that he is wearing jeans in the gym! He proves his point that he is as flexible in his GYMJNS as anything else and shows off his moves with a dash of being extra. Finally, the girl who has been observing him in the gym is charmed by his moves and enters the frame to reveal that she is also wearing a pair of Spykar GYMJNS as sheshows her final move with a perfect leg split.
Ms. SaisangeetaIsrani, GM-Marketing, Spykar Lifestyle said, “Millennials are time-conscious, ambitious, and always on the go. They love sharing everything they do and want versatility & utility in what they wear. With Spykar GYMJNS, they can now seamlessly move from active to leisure to fun, without having to change their outfit.”
The campaign has been launched across all key digital platforms as well as traditional medium and is already triggered an overwhelming conversation amongst the denim buyers.
With kind of engagement the brand has been consistently doing over a couple of decades with the youth, it is no surprise- that Spykar is the 2nd most preferred Denim brand for youngsters in the 18-35 years agegroup. (A recent study conducted by Nielsen across India amongst 1272 respondents).