The Pant Project, a menswear brand, has launched its latest campaign titled ‘Oops Proof’ — a hyperlocal initiative marking the brand’s first-ever outdoor transit media campaign, aimed at spotlighting its Water Repellent Pants. Engineered for Mumbai’s unpredictable monsoons, messy commutes, and daily spills, the campaign brings the product’s promise of confidence and convenience directly to the daily journey.
The ‘Oops Proof’ campaign comes to life via large-format branded buses that traverse key Mumbai locations—Thane, Andheri, Goregaon, Powai, Navi Mumbai, BKC, Santacruz, South Bombay, Lower Parel, and Marol—turning everyday commutes into immersive brand touchpoints.
Watch the camapign here:
Commenting on the campaign, Sukita Tapadia, Chief Marketing Officer, said: “Buses felt like the most honest, hard-working metaphor for what these pants do—move through the mess, keep going, and never look out of place. That’s what ‘Oops Proof’ is really about. Life will throw things at you. Our pants are made to handle all of it.”
The campaign also features an interactive community-driven challenge designed to directly engage Mumbaikars. The first 100 people who spot the “Oops Proof” bus, take a picture, share it on Instagram with the location where they spotted it, and tag @thepantproject, will win a free pair of Pants (worth up to ₹2500).
Udit Toshniwal, Co-Founder & Creative Director, adds: “Mumbai’s monsoon doesn’t come with warnings—just puddles, splashes, and traffic chaos. And yet, life doesn’t slow down. That’s exactly what inspired the 'Oops Proof' campaign. We didn’t want to just talk about the functionality of our Water Repellent Pants—we wanted to live it, out there on the streets. So we put them right where the mess happens: on buses that weave through the most chaotic parts of the city every single day. With this campaign, we wanted to create something that wasn't just seen, but felt. It’s how we want people to feel when they wear The Pant Project—ready for whatever the day throws at them, and always dressed to take it in stride.”
The Pant Project’s new activation looks to shift the conversation in men’s fashion from surface-level aesthetics to everyday functionality and relevance. By using moment-driven marketing, the brand draws attention to how modern menswear must adapt to real-life movement and comfort, rather than just visual appeal.
Click here to watch the campaign on Instagram.
