Mumbai: The Pant Project has launched a new ad campaign leveraging humor and memes. By acknowledging that humor is key to male social interactions, the campaign challenges the serious tone often found in menswear marketing.
The latest campaign features a humorous segment on the Beerbiceps podcast. The ad begins with a close-up of a Beerbiceps lookalike mid-conversation, who is interviewing a pair of pants instead of a traditional guest. He kicks things off with a comical question: "What would you do if an alien stole your zipper?"
The playful banter continues as he jokes, "You and your underwear spend the whole day together—would you call yourselves 'chaddi buddies'?" The mood shifts when the pants get up and walk off the set, leaving the host's laughter to fade awkwardly.
Turning to the camera, the host says, “So guys, that was a pair of pants by The Pant Project.” The ad concludes with a voiceover: "Some questions are hard to answer, but for the rest, we let our pants talk."
"Our latest campaign focuses on one key narrative - No nonsense pants for No Nonsense men but with a humorous twist. We embraced meme marketing to engage with men in a fresh and relatable way. The campaign is a mix of humor, comfort, and authority, using a light-hearted narrative to highlight that what we know best is to make great pants,” said The Pant Project co-founder Dhruv Toshniwal.
The campaign highlights the brand’s unique blend of humor and style, allowing their custom-fit pants to take center stage.
