Flying Machine shows us the 'new cool'

Fashion brand Flying Machine launched its Autumn-Winter collection recently. The brand released a new TVC starring Indian cricketer and brand ambassador, Virat Kolhi, to promote their new line.

The TVC is conceptualised by Lowe Lintas and produced by Equinox Films. The agency wanted its communication to reflect the confident attitude of today's youth and ask them to be cool by doing things that they've never done before. This was brought out with their tagline "If it's not new, it's not cool".

The film shows Virat Kohli going down a flight of stairs in a refrigerator. He tries his hand at fun activities like zorbing, paintballing, riding a segway, learning a new language and having fun doing it. The brand asks the youth to follow suit and not have a boring, monotonous life.

The print and outdoor ads capture Virat in action as he starts a bubble-gun fight, juggles pins, challenges friends to a mini scooter race and masters a pogo stick. Each ad communicates the brand's message - "If it's not new, it's not cool."

Credits:

Creative Agency: Lowe Lintas

Creative Team: Arun Iyer, Rajesh Ramaswamy, Nischal Thapa, Kishore Mohandas, Saptarshi Das, Rohan Kodialbail.

Business: GV Krishnan, Sudhir Rajasekharan, Pritish Wesley, Arunabho Sen

Director: Deb Medhekar

Production: Equinox Films