35%^
INCREASE IN
HIGH
ENGAGEMENT
RECEIVED
Cotton King, a leading menswear brand known for its diverse range of pure-cotton products, sought to promote its new Anti-Stain garment collection. This line is particularly popular during the monsoon season, when the likelihood of clothing stains is significantly higher.
Challenge
Cotton king wanted to adopt an unconventional style to market their range of Anti Stain garments.
Our Approach
Inspired by 80s Bollywood movies, we made the Anti-Stain shirt, a Hero, fighting stains or the Villains.
Solution
We created a series of DVC that showcased the Anti-Stain shirt as a heroic figure, leveraging iconic Bollywood dialogues.
We created a superhero that fights Daag or stains
Thus, we sought to create something on the lines of a quintessential 80s Bollywood action movie. Afterall, who does not like a triumphant hero overcoming the menace of his enemies? Our campaign showed the Anti-Stain shirt, cheekily named ‘Bedaag Badshah’, as the Hero fighting soiled clothes or the villains.
To align our campaign more seamlessly with the Bollywood theme, we creatively adapted well-known movie dialogues to highlight the product’s features. Drawing from iconic and universally remembered lines from beloved movies such as Deewar, Gangs of Wasseypur, and Kuch Kuch Hota Hai, we presented the demonstrable product in a truly unique avatar.
Great timing
High success
Launched during the monsoon season, the “Bedaag Badshah” initiative proved to be a resounding success, particularly in Maharashtra. The campaign’s videos garnered a substantial number of views, and Cottonking’s Anti Stain garments became a hot topic on social media.
Sales witnessed a significant surge, establishing Cottonking’s latest line as the go-to choice for monsoon attire. Our clever campaign also heightened Cottonking’s brand recognition, solidifying its position in monsoon fashion narratives.
CAMPAIGN SUCCESS
With out-of-the-box thinking, a generous dose of nostalgia, and impeccable timing, Fifth Estate delivered an unforgettable and impactful campaign.
