Blackberrys launches the ‘THE UNWRINKLE REVOLUTION’

Performance 100 - a new collection of wrinkle resistant and non iron shirts!

March 17, 2016, India: Leading menswear brand, Blackberrys, has launched an exciting campaign for its revolutionary collection, Performance 100. The campaign themed as ‘the Unwrinkle Revolution’ is nothing short of a social anthem for men for leading a stress-free life. Performance 100, the newest addition to Blackberrys innovation, is a range of wrinkle resistant and non iron shirts.

The idea revolves around getting 24 x 7 performance and unfaltering style with shirts that never give up. 100% cotton shirts are taped at seams to give that pucker-less, wrinkle resistant look that is sharp and crisp all day long. What you get is ‘Workationwear’ to look fresh – be it a business brunch or an investors’ dinner.

To leverage its ‘Unwrinkle Revolution’ campaign, Blackberry’s has launched an interactive digital film for the new age men who are always on the go. The video features a light-hearted, chucklesome story of a young professional called Reeshu. The video traces Reeeshu’s transformation from being stuck up, stressed and a socially awkward individual who has a particular obsession for looking absolutely prim, to a fun, passionate and happy-go-lucky guy, when his personal and professional life unwrinkles; as chronicled by his friends and family. The video is being aggressively promoted through all social media and digital platforms.

Talking about the campaign, Mr. Nikhil Mohan, Founder & Director, Blackberrys, said, "This is the year of shirts for us and, we want our Performance 100 shirts collection to be the flag-bearer. Our SS16 campaign is focused on Performance 100 Shirts and resonates our strategy of loosening up as a formal menswear brand in India. We look forward to see men in India ‘UNWRINKLE' and enjoy every moment of life to the fullest. Carpe Diem!”

Faraz Ali, Creative Director, Speaking Pictures said, “Performance 100 digital film is very interestingly integrated to the product’s USP in response to the underlying human behavior of being stuck up and living with idiosyncrasies with a big dose of humour. It also gives viewers a chance to discover ‘Performance 100 shirts’ from Blackberrys and what it stands for.”

About Blackberrys:

Close to 25 years since Blackberrys was founded in the bylanes of ChandniChowk, New Delhi, the brand has grown to define the occasion wear and category market over the years. Starting out as a garment company, Blackberrys has overtime grown from a wholesale, to retail and now to a leading fashion

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.

With a presence in 200 exclusive brand outlets with an average store size of 2,600 square feet, besides a presence in 1100 multi-branded stores, and 130 large format retailers such as Shoppers Stop and Lifestyle; Blackberrys is accessible across the country in tier one and tier two cities.

#Unwrinkle