1. ASSIGNMENT # A 604 (PR)
Course: 50121625 (Specialized and New Media
Public Relations)
Roll no – 651
Name – ApoorvaYadav
Specialization – Public Relations

2. Lifestyle Brand – Flying Machine
Flying Machine is an Indian jeans brand owned by Arvind mills which also
manages well-known brands like Arrow, Excalibur, New Port, Ruf N Tuf and
Mega Mart.
Established in– 1980
Brand Image – Youth Oriented, Tongue-in-cheek lifestyle brand, Cult brand
in the 90`s in India, PremiumQuality, International Design Sense& Leader in
Innovation and technology.
Target Audience – 19 to 40 yrs. of age
College students &Young Professionals
Upmarket Youth with High purchasing Power
Adventures and Well-travelled
Style Conscious
Some Leading innovations by FM in India - Temperature Regulation Jeans
- Stain free Jeans
- Zero-odor jeans
- Bi-Stretch Jeans
Flying Machine was a cult brand in the late 90`s but with the advent of
foreign players in the market it lost its brand recognition in the masses. It
was re-launched in 2007with an Italian designer and since then it has been
constantly coming up with new ad campaigns to woo the young target
segment.

3. Ad Campaign of 2007
Brand Endorser – Abhishek Bachhan was chosen in all Ad and
communication campaign as he was considered to be youthful, energetic,
well established and fun loving celebrity at that point of time.
This campaign was a good start by the brand to hit the right premium target
segment who were very individualistic in style and want to stand out in the
crowd. However the best was yet to come…When they launched a new ad
campaign series starring cricketer Virat Kohli – the heartthrob of nation`s
youth who has been part of many youth based brands including AXE &
Fastrack`s “Move ON” campaign.

4. Ad Campaign June 2011
This campaign has been the most successful
campaign by the brand till date which got a lot of
eyeballs catching. Indeed the communication plan
was also integrated with social media platforms
like Facebook, Youtube&Twitter. The fan page
of FM brand shot from some few hundreds to
1,045,660 which clearly show its recognition
among the youth.
The brand aimed to build a “sexy” and trendy
fashion label in its appeal to its target audience.

5. FM Icons - Apart from Ads FM also brought up normal college going students and
young employees to have a voice of their own by making them “FM Icons” to raise
the popularity of their brand.
- the FM ICONS
After the huge success of this Ad series the brand planned to take up a bold
step by its new media campaign in September 2011.
Ad Campaign September 2011
In the same year Flying Machine came up with its new and bold campaign
“What an Ass!” which was supposed to highlight the feature of FM jeans
having a perfect fit for every body type. Though this turned out to be a very
controversial ad and many women rights NGO`s opposed it saying that it
project women as mere sexual object. The current brand ambassador of FM
Ankit Fadia says "This is modern India and women dress up the way they

6. want to," adding that this advertisement is not at all vulgar when compared
with the kind of advertisements aired on TV and what appears in movies.
Well nothing has stopped the brand from gaining popularity among the
youth but it has to do a lot of PR to uplift its recall value in masses. My
opinion on this current ad is that it might be done purposefully to get media
attention as a rebel brand.
However now the brand has come back to its previous ads where it promoted
Virat Kohli as its brand person.
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