The Pant Project, a well-known apparel company known for its premium tailored and ready-to-wear trousers, has debuted an inventive experiential marketing campaign at IIT Bombay’s hosting of the largest undergraduate cultural festival in Asia, Moody’s Indigo, from December 25 to 27, 2024. With the assistance of Experimental Much, the company has launched a unique denim installation that aims to promote a genuine connection with the younger generation.
This immersive artwork, which consists of a larger-than-life trouser completely covered with denim, embodies the fundamental principles of creativity, individualism, and self-expression—all of which are highly compatible with the spirit of Generation Z. With jeans and pants in youth-appropriate sizes and designs, the activation aims to draw in Gen Z and college students while providing an interactive and visually appealing experience. The purpose of this activation is to create a strong and lasting emotional and sensory bond with festival attendees, going beyond the product. By drawing, scribbling, spray painting, and making their imprint on the denim canvas, they are encouraged to let their imagination run wild. This interactive component gives Gen Z a platform to express their uniqueness, promotes conversation, and builds a feeling of community.
Campaign Links:
- YouTube: https://www.youtube.com/shorts/GO_xWhYNjdc
- Instagram: https://www.instagram.com/p/DEB51jAoraK/
The Pant Project’s co-founder, Dhruv Toshniwal, expressed his goal for the campaign: “We want everyone who participates in this activation to leave with more than just a product—they should feel a genuine connection to the brand and the spirit behind it.” For Gen Z, being genuine, unique, and creative is crucial. This campaign perfectly encapsulates that spirit by providing an immersive experience that honors their urge for self-expression and reflects their ideals. We want them to experience the freedom that denim embodies, in addition to learning about our denim line. More than anything else, we want them to leave with a lasting experience that inspires, empowers, and intimately connects them to their identity.
With its jeans line, the company, which is well-known among males in the 25–35 age range, is now concentrating on developing a closer relationship with Gen Z. The line features power-stretch slim-fit denim for a sleek, contemporary appearance as well as relaxed-fit versions for comfortable, all-day use. The denim delivers the ideal balance of comfort and durability since it is made from high-quality, tightly woven twill that has a rough yet soft texture. These jeans, which have been enhanced with Power-Stretch technology, offer comfort and flexibility, making them the ideal partner for Gen Z’s dynamic and always evolving lifestyle. The brand further solidifies its reputation for fusing comfort and design with this ad, making sure that every item has a greater impact on its audience.
“Our activation goes beyond traditional marketing—it transforms denim into a powerful medium for self-expression and connection,” explains Sukita Tapadia, CMO of The Pant Project, in support of this. With this campaign, we hope to create a deep and enduring connection with our brand while encouraging the next generation to embrace their flair.”
In the end, this denim promotion perfectly captures the brand’s philosophy: “People will never forget how you made them feel, but they will forget what you said and did.”
About The Pant Project: Dhruv and Udit Toshniwal established the D2C custom-made and ready-to-wear omnichannel company in 2020. While Udit, a graduate of The School of the Art Institute of Chicago, spearheads the creative vision, Dhruv, a Wharton finance graduate, oversees commercial operations, drawing on the family’s more than 50 years of textile knowledge. Offering everything from cargo pants, chinos, denim, and formal wear, the company makes sure each pair is skillfully fashioned from the best fabrics to provide easy confidence, smart performance, and intuitive fits. The Pant Project appeals to discriminating people who appreciate quality, make self-investments, and live consciously because of its thoughtful details. Every consumer discovers their ideal product because to the brand’s dedication to quality and a flawless online and offline shopping experience.
Visit www.thepantproject.com to explore their collections online and in-store.
About Experimental Much:
Experimental Much? is a creative studio specializing in 360° marketing solutions.
