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The Pant Project, a popular clothing brand known for its custom and ready-to-wear high-quality pants, has launched its first-ever experiential marketing campaign at Mood Indigo, Asia's largest college cultural festival, held at IIT Bombay from 25th to 27th December 2024. The brand has teamed up with Experimental Much? to create an immersive, one-of-a-kind jeans installation aimed at engaging the Gen Z audience.
The activation features a giant, larger-than-life pant draped in denim, symbolising innovation, self-expression, and individuality—values that resonate deeply with Gen Z. The installation invites students and festival-goers to engage with the denim by doodling, scribbling, and spray painting, allowing them to leave their creative marks on the giant canvas. This interactive element fosters a sense of community while encouraging participants to express their personal styles.
Dhruv Toshniwal, Co-Founder of The Pant Project, shared his vision for the campaign: “Our aim with this activation is for everyone who experiences it to walk away with more than just a product—they should feel a true connection to the brand and the spirit behind it. For Gen Z, it’s all about authenticity, individuality, and creativity. This campaign captures that essence, offering an immersive experience that mirrors their values and celebrates their need for self-expression. We want them to not only discover our denim collection but to feel the freedom that denim represents. Above all, we want them to leave with an unforgettable impression, one that makes them feel empowered, inspired, and deeply connected to who they are.”
The Pant Project, which has previously been popular among men aged 25-35, is now focusing on building a deeper connection with Gen Z. The new jeans collection includes relaxed-fit styles for everyday comfort and power-stretch slim-fit denim for a sleek, modern look. Made from premium, tightly woven twill with a rugged yet soft finish, the denim offers a perfect mix of durability and comfort. Enhanced with Power-Stretch technology, these jeans provide flexibility and ease, ideal for Gen Z's active lifestyle.
Sukita Tapadia, CMO of The Pant Project, added, “Our activation goes beyond traditional marketing—it transforms denim into a powerful medium for self-expression and connection. Through this initiative, we aim to inspire the next generation to embrace their unique style while forging a meaningful and lasting bond with our brand.”
This denim activation encapsulates the brand's core belief: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
