Kneej, Tears of Joy

Agency: Happy Creative Services


Task at hand was to come up with an in-store promotion idea to run along the 'Sex sells Unfortunately we sell jeans' campaign to help increase sales. So we created the Knee.J, a spoof sex toy of sorts to be given away to all customers that ran a bill above $ 150. One day from running posters and e-mailers, the stores saw an instant increase in walk-ins. Customers were all eager to get their hands on the Knee.J. What was meant to be a one-store activity got enough publicity to manufacture more pieces and take them across all stores. The sales picked up by 40% and customers were spotted kneeling for more.

This professional campaign titled 'Kneej, Tears of Joy' was published in India in May, 2010. It was created for the brand: Diesel, by ad agency: Happy Creative Services. This Direct medium campaign is related to the Fashion industry and contains 2 media assets. It was submitted over 13 years ago.


Advertising Agency: Happy Creative Services, Bangalore, India
Creative Directors: Praveen Das, Kartik Iyer
Art Director: Praveen Das
Copywriter: Sanaa Abdussamad
Illustrator: Rishidev
Designer: Praveen Das
Studio Head: Rama Krishna
Account manager: Ravi Bhat

Brandhouse Driv...


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