Kewal Kiran Clothing Print THE GREEN FOLD by Grey Mumbai

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Industry Jeans
Media Print, Magazine & Newspaper
Market India
Agency Grey Mumbai
Director Hemant Anant Jain
Executive Creative Director Rohit Malkani
Art Director Suhas Panchal
Copywriter Arjun Kumar
Account Supervisor Kamia Wahi
Released February 2012

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Product/Service: WATER SAVER JEANS
National Creative Director: Amit Akali (Grey Worldwide)
National Creative Director: Malvika Mehra (Grey Worldwide)
Executive Creative Director: Rohit Malkani (Grey Worldwide)
Executive Creative Director/Art Director: Karan Rawat (Grey Worldwide)
Senior Creative Director/Art Director: Shiv Parameswaran (Grey Worldwide)
Senior Creative Director: Vijaykumar Subramani (Grey Worldwide)
Copywriter: Arjun Kumar (Grey Worldwide)
Art Director: Suhas Panchal (Grey Worldwide)
Agency Producer: Pamela Pais (Grey Worldwide)
Account Director: Ramiya Nambiar (Grey Worldwide)
Account Supervisor: Kamia Wahi (Grey Worldwide)
Producer/Director: Arwa Mamaji (Future East Films)
Director: Hemant Jain (Kewal Kiran Clothing)
Media placement: User generate posters and billboards - Flagship store, outdoor - February 17, 2012
Media placement: Mall Activation - Flasher in a flash mob - Malls - February 21, 2012
Media placement: TV spot - TV 9 - April 28, 2012

Describe the objective of the promotion.
Killer, India's largest denim brand, was launching its range of Water Saver Jeans, where each pair saved 100 litres of water during manufacturing. But the problem was they looked like any other pair of jeans. We needed an idea that would not only communicate the water saving benefit but also make the line fashionable among environmentally-conscious youth.

Describe how the promotion developed from concept to implementation.
To promote the new line, we used the product itself as the medium. We dyed each pair of Water Savers green on the inside, so when you turned them up, you got a green fold, instead of the usual blue one.

Thus, the jeans with the Green Fold were born.

Explain why the method of promotion was most relevant to the product or service.
Young people today love to flaunt their support for causes, especially environment-related ones. By giving the jeans a green fold, we transformed Killer's Water Savers into a symbol of saving water.

With the Green Fold, Killer not only gave the youth a stylish range of jeans, but they also gave them a cause to support and show off.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Green Fold became the fashion trend of the Summer.

Fashion magazines, blogs and renowned Indian fashion designers like Narendra Kumar and Lascelles Symmons endorsed the Green Fold. The campaign boosted sales by around 33% and generated around $2.4m of free publicity.

Most importantly, the Green Fold helped save around 530,000 litres of water. The success of the campaign has prompted Killer to re-visit its entire line with the Green Fold.