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Future Group’s Fashion at Big Bazaar is back with the third edition of National Jeans Day to be held on December 15, 2019. The brand is leveraging the power of Instagram influencer marketing for a week now to create a buzz around the event. fbb has launched the campaign #SexyBackSundays, executed by the digital agency Kinnect, for the third year in a row.

On National Jeans Day, one can buy a pair of jeans over Rs 999 and will get a t-shirt worth Rs 499 along with vouchers worth Rs 500.

The insight behind the campaign is that jeans always makes a person feel sexy because it feels snug and always accentuates the best parts of us. Hence, this year the campaign is named #SexyBackSunday and the brand has collaborated with Mouni Roy to promote it.

The campaign is amplified by influencers promoting the contest where the audience has to post a picture wearing jeans. Then put the brand’s sticker on Instagram and tag the brand. Winner will receive vouchers worth Rs1,000. Users are re-creating her video on Tik-Tok and Instagram to celebrate National Jeans Day.

Mouni Roy’s Instagram post:

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The brand has been able to garner more than eight million reach in an estimated media value of Rs 10-15 lakh. A single post by Roy has only fetched the brand more than 11 lakh views. The actress has an Instagram following of more than 10.6 million

Sheeko Brandscore graph of fbb’s Instagram performance in the week:

National Jeans Day is the biggest celebration of jeans in the country where fbb’s celebrating its widest range from baggie, boyfriend, tapped to skinny that scream sexy.

Pawan Sarda

Commenting on the activities planned to celebrate National Jeans Day, Pawan Sarda, Head, Digital at Future Group, said, “Over the years, jeans have evolved from just being a rough and tough fabric to pants that define the style. Jeans is sexy and we believe it’s a great opportunity to connect with the youth to celebrate this emotion and thereby by driving huge appointment for our big day.”

Chandni Shah

Talking about the campaign, Chandni Shah, COO, Kinnect, added, “Combined efforts of fbb and Kinnect have reflected massive success for this IP in the last two years, and this year we plan to take it a notch higher. Such growth not only demonstrates the brand's commitment to collaborating with the right stakeholders in the digital era but also indicates that through the National Jeans Day campaign the category has grown in scale and effectiveness. Last year the sales of jeans category on National Jeans Day grew by five times as compared to any other day. This year our endeavours are to ensure an increase in footfalls at the stores as well as for the category to be completely sold out.”

A look at story highlights of the fbb page on Instagram: