Is India ready for Blue Film Festival? Maybe yes, because #BlueFilmFestival was trending number one on Twitter on the very first day of the countdown phase!
The official Facebook page of Blue Film Festival shared a lot many pixelated and provocative posts along with an Official Trailer which intrigued the youth of the nation and drove constant traffic to www.bluefilmfestival.com where they say previews of 10 pixelated films across various categories.
While disclosing the secret of the Blue Film Festival, Manish Bhatt, Founder Director, Scarecrow Communications said, “Ha, ha, ha, sorry ladies and also the gentlemen of this cultured nation, sorry moms and dads who regularly check the FB walls of their children, sorry moral police, sorry local authorities, sorry censor board, sorry all the sanskari people (including Alok Nath), it was a great fun playing a nationwide prank with the youth of India. What better way to grab their eyeballs and make them browse through the video catalogue of Spykar’s new Autumn-Winter ’15 Blue Collection, other than compiling them under the name of Blue Film Festival! ”
Sanjay Vakharia, COO Spykar Lifestyles Pvt. Ltd., shared the thought process behind this approach. He said “For this year’s Autumn Winter Collection, we used Indigo-dyed fabric that fades with every wash, revealing a new blue every time and decided to call it the Blue Collection. We wished to come up with an unconventional catalogue that every young person will love to go through, and will also resonate with Spykar’s quirky, edgy and innovative brand personality. ”
SPYKAR, being a youthful brand, needs to stay in conversation with the youth. And when it comes to capturing the imagination of today’s youth the approach needs to be clutter-breaking. The positioning of the campaign is targeted towards the millennial generation who carry the characteristics of open-mindedness, liberality, self-expressiveness, upbeat, and overtly passionate nature. They dwell in a digital world where they are exposed to multiple ideas that viral for their bizarre nature or content that gets them interested.
‘The Blue Film Festival’ is a quirky yet effective vehicle to launch the digital video catalogue of Spykar’s new Autumn Winter ‘15 collection, in an edgy and interesting manner. The tastefully developed films speak the language of the youth.
Since Blue Films are associated with sleaze, we ensured our catalogue films are provocative yet classy. The length of the videos was kept crisp and had a right balance between product showcasing and sensuousness and left enough for the audience’s imagination.
The team is quite sure that this will generate conversations about the idea amongst the youth and our trade as well. And once they see the films and the execution they will get convinced with the brand’s approach.
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