Mumbai: India’s leading fashion denim brand Spykar launched their latest campaign VintageandRare to introduce the limited edition Vintage & Rare Collection of denims that are inspired by aged whiskey.

Just as spirit tastes better with age, so is true for denims. The older the denim the more character it has. Spykar’s Vintage & Rare collection jeans are pre-aged 18 years using authentic treatments and various wet & dry processes to help achieve the distressed, mended, long preserved vintage look. These jeans are handcrafted by skilled artisans and are made with eco-ethical practices. Spykar’s Vintage Jeans are a blend of Vintage Vibes with Contemporary cuts for young men.

Buyers get a complete experience of great crafted denim with a choice of preserving it in a specially designed wooden cask.

The VintageandRare campaign was a great media mix of traditional and new age media - hoardings, airport branding, print, radio, all of the digital amplification by Celebrities and fashion bloggers on their social media handles,a collaboration with leading news app Inshorts  which together garnered an effective reach of 125 million plus across the country.

India’s leading RJ, Mallishka and her counterparts were been on-boarded to spread the word. Spykar roped in celebrities that included leading bollywood actor Rajkummar Rao, MTV youth icon Rannvijay Singha, and sports sensations like Sunil Chhetri & Gurpreet Singh who unboxed the Vintage & Rare Limited Edition Collection denims on their respective social handles.

The celebrities gave a sneak peak of the wooden cask packaging on their Instagram stories. . After much build-up, the contents of the wooden casks were finally revealed. On the day of the launch, the celebrities unboxed the specially curated wooden cask and introduced the Vintage and Rare limited edition denims. Here, the celebrities have shared their personal experiences and stories about being 18.

 The next phase of this campaign included India's top fashion bloggers promoting the limited edition Vintage & Rare Jeans on their Instagram handles through posts and insta-stories. The overall media mix helped create an impactful buzz.

Sai Sangeeta Israni, GM Marketing,   Spykar Lifestyle said, “ The campaign story was weaved around the concept ‘Born 18’ to highlight the importance of being 18.One doesn't have to wait 18 years to get into a pair to kindle or re-kindle your 18-years-old spirit. Our creative expression for this is - Born 18. This Vintage & Rare Limited Edition Collection of denims have been aged to look 18-years-old. An interesting product, with an interesting packaging and an interesting unveiling – has been well received by the fans. A perfect blend of artistry and fine craftsmanship, the Vintage and Rare collection is another feather on cap for Spykar’s forte in product innovation.”

The campaign has received an overwhelming response, triggering exciting conversation and amazing traction for the brand.