e-commerce
Myntra locks up Pocketman as a part of Roadster’s BTL campaign
BENGALURU: As part of a unique below-the-line (BTL) marketing activity, ‘Pocketman’ Eric Monjon entered a makeshift man-cave – an air-conditioned metal enclosure with an attached toilet, a table, a bed at Bengaluru’s Orion Mall, for 48 hours.
This was a part of the campaign to mark the unveiling of Italian design studio Parabellum’s creation for Myntra’s private brand Roadster’s limited edition Pocketman Jeans in India.
The jeans has 13 pockets and Monjon loaded as much food and victuals and other odds and ends that he could carry in them to sustain himself over the next two days.
Monjon’s activities will be monitored on close circuit monitors and will be live-streamed on www.PocketmanLive.com and interaction with him will be possible on Twitter and Facebook, with highlights being shared on Roadster’s YouTube channel.
Over the two days, Monjon will be digging deep into his pockets to pull off acts such as starting a fire, cooking his food, making music and art and other life hacks, that one can use to brave challenging situations when out on a road trip. The pockets are built to handle rough use and come in useful sizes to accommodate cans, tools, gadgets and plenty more informs the company
Myntra fashion brands VP – marketing Manish Aggarwal said, “This was a fun collection to create! We wanted to make a point that all a man needs is the right pair of jeans. You have that pair, you are set for anything. Roadster is here to create new, lasting experiences for customer and this experiment is a live demonstration of our commitment.”
Monjon added, “These jeans are incredible – they are virtually a rucksack for me. As it is, I love going outdoors over the weekend and from now on I will be sure to take these along with me on my fishing trips. I love the functionality of these pockets because it reminds me of where the phrase ‘Baker’s Dozen’ came from. It is almost as if the designer was wary that 12 pockets might not be enough, so he put an extra one! My list of things to carry will be just one from now on – my Pocketman jeans.”
The limited edition Pocketman Jeans are versatile says Myntra, only two thousand of them have been made. Priced at Rs 3999, they come in four different shades, but Aggarwal told Indiantelevison.com that depending upon consumer response, Myntra could make more available. At present, the company’s promotion activities are limited to online and the event in Bengaluru, but, if required, Aggarwal said he would look at taking the act to other cities also.
Launched in December 2012, Roadster has been endorsed by Bollywood actors Kunal Kapoor and Ranveer Singh, and is retailed exclusively on the Myntra and Flipkart platforms.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
