Blackberrys is one of India’s leading menswear brands. The brand’s core focus has always been to create something new and provide the Indian male with the best wardrobe solutions. Starting with suits and jackets for formal occasions, to the introduction of khakis, to their wide range of shirts collection and now coupled with shoes and accessories; Blackberrys is a one- stop shop for your wardrobe needs.

When leading menswear brand, Blackberrys, launched its revolutionary range of wrinkle-free shirts christened the Performance100 collection, it required a truly revolutionary concept to promote the collection.

The #Unwrinkle campaign kicked off with a chuckleworthy interactive digital film around the new age man ‘Rishu’ who wants to live large but is held back by his inhibitions. The situation, however, takes a 360-degree turn when his girlfriend secretly gifts him a Blackberrys Performance100 shirt. The moment he puts on the shirt, his personal and professional life unwrinkles. He becomes a fun, passionate individual whose loved by everyone.

To promote the video aggressively across all social and digital platforms, we engaged Influencer based activities like contests based on the video on Facebook and Twitter, thereby generating interest and helping the video (which was used a reference) garner a lot of views.

The video received over 4 lakh views on Facebook within 12 hours of going live, along with thousands of likes, shares and comments. On Youtube till date it has received over 3 lakh views on Twitter. On Twitter, thanks to the influencer campaign, the hashtag #Unwrinkle trended in the top three slots for over 8 hours.