MAM
Flying Machine, Dentsu India stretch the limit with new campaign for F-LITE denim
MUMBAI: Dentsu India, the brand solutions agency from Dentsu Aegis Network, has launched a new campaign to introduce Flying Machine’s new product, the F-Lite denim.
India’s first homegrown denim brand from the house of Arvind Lifestyle Brands, Flying Machine is one of the coolest youth apparel brands in the country. Driven to innovate, Flying Machine continues to experiment and push boundaries, much like today’s millennials. The brand chooses to be a trendsetter rather than a fad-follower and this attitude is reflected in each and every one of its products. F-Lite is no exception – unique in terms of its lightweight, flexibility and breathable material, its denim that really pushes the limit on what denim can and can’t do.
This was the inspiration behind the collaboration with South African Freestyle champion Justone Du Plessis, who did a record 250 splits on the day of the shoot in a pair of F-Lite denims to create this fun film that’ll surely put a smile on your face.
Commenting on the film, Alok Dubey, CEO – Lifestyle Brands Division, Arvind Lifestyle Brands said, “Our customers will not only enjoy this film but see for themselves how the F-Lite denim is designed to suit their lifestyle of non-stop fun and action – the proof is here.”
Malvika Mehra, Chief Creative Officer, Dentsu India said, “What do you do when you get a brief for a fantastic product? You keep it simple and do a fantastic product window. One that lasts a full 30 seconds. With Justone, our freestyle champion, doing innumerable splits in the ultra-flexible F-Lite denims, we didn’t need to say much, the proof was in the pudding. This is the first of 5 very interesting films we’ve done for Flying Machine this season. Do watch this space for more action.”
Samrat Chengapa, Executive Vice President, Dentsu India said, What you will see in the film is, “When you can say it in many ways to make a point, then why stop at one!”
The TVC has already hit the Flying Machine social handles and will be airing on TV and cinema theatres soon.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
