Blue Film Festival

Spykar, one of India’s leading denim brands, wanted to excite the country's digitally-hooked youth with its Autumn Winter ’15 Collection: the indigo dyed Spykar Blue Collection. Like most youngsters, Indian youth are on the lookout for adult content, online. Incidentally, in India, porn films are called Blue Films. This inspired a nationwide prank - India's first ever blue film festival. 10 digital films with international models clad in Spykar's Blue collection were shot. The twist was - their denims were pixelated - making these videos look like adult content. These teasing videos, shared on social media, helped grab the attention of the youth of India. Ultimately, the videos were un-pixelated, revealing the stylish Blue collection. Results: Brand’s boldness-quotient and youth-connect increased | Twitter: Trended #1 | Reach: Over 40 million people | Store footfalls: 50% increase.