MUMBAI: Tonic Worldwide, an independent digital agency, has launched a campaign to introduce F-Lite, the latest collection from the popular denim wear brand Flying Machine, in collaboration with the reigning Indian BBoying champ, Arif Chaudhary.

In this campaign, Arif is sporting the new F-Lite range, which gives denim a whole new perspective thanks to its super stretchable, flexible and extra light qualities. This latest collection from Flying Machine will resonate with today's youth, who are looking for clothing that scores high on style as well as comfort. The BBoying moves by Arif also help display the functionality of the new F-Lite collection.

As part of this campaign, various digital media platforms have been employed to reach a wide audience. The campaign has also been witnessing high engagement on Tik-Tok.

Tonic Worldwide managing partner Suraj Nambiar says, “We are extremely enthusiastic about the launch of the new F-Lite collection. Flying Machine has always led the way with launch of innovative products for the youth who follow their passion and in turn inspire others. The aim is to strengthen the brand proposition with the millennials and convert them into brand loyalists and this time Arif plays a key role for the same.”

“Flying Machine lives and breathes youth culture. Their latest F-Lite collection is engineered to give its wearers a degree of flexibility and lightness that's been hitherto unknown in the denim world. The Indian youth is smart. They won't just believe if the brand just says its light and flexible. So, we decided to put the denim through its paces with Arif Chaudhary - India's biggest BBoy artist. ‘Hey, if it's good enough for BBoying, it's good enough for anything!’” says Tonic Worldwide managing partner & creative head Shourya Ray Chaudhuri.