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 later coupled with shoes and accessories Blackberrys is a one- stop shop for men’s wardrobe needs.

From the agency, Blackberrys desired a truly Bang On digital introduction of its exclusive line of men’s inner-wear called Bang On! The messaging had to be cocky, bold, even bordering on the controversial to really stir up a social media storm and go viral.

The strategy was to create a VOX POP video which would be shot on Valentines’ Day. In the video women were asked the all important question “What turns them on about their man's underwear?”

The video was further promoted on Twitter through a series of fun, informative quiz-based posts in which we asked influencers about the colour of underwear they were wearing and told all those who responded what that colour signified. This further added to the hype and helped the hashtag #BangOn to trend.

From the moment the video went live, it was obvious that there was no stopping it from going viral. Within less than 24 hours, it had garnered over 1.5 million hits. And as of today, the video has received over 3 million views across all platforms for the campaign.

The Twitter contest not only played its role in popularizing the video, helping it garner more hits but also got the hashtag #BangOn to trend like crazy. The hashtag captured the first spot on Twitter and trended for over five hours.