Purple Focus brings out Fresh, Edgy & Dark campaign for the newly launched fabric brand SaintX

SaintX , the upmarket fabric brand of Banswara Syntex Ltd., recently was launched in the Indian market with its "wickedly smart' brand campaign that specifically strikes the right nerve with India's out in the open heterosexual male. Steering clear from the boy next door clichés the campaign takes a bold stand by positioning itself as a brand that celebrates "that' side of a man which invariably remains veiled. It's that side which has always been there but never been addressed. With wickedly smart, brand SaintX brings that dark side out in the open with all its unabashed attitude and flamboyance.

The core insight on which the brand is positioned is that the contemporary Indian male has no inhibitions flaunting his risqué traits. He wants to be sexy, fashionable yet comfortable with his image in varied environments. He likes to be wanted, Desired .For him the drool quotient is important, but with an effortlessness that's surprisingly blunt. The new campaign rightly portrays the modern Indian man in his different facets, that of a professional, a businessman, a lady killer and so on, through vivid illustrations in a series of ads, with the central theme, of SaintX's ensemble instilling confidence.

Purple Focus, the agency who created the campaign informed that identifying the need-gap, it was very critical to crack the right imagery for the brand. Right from arriving at the name SaintX to creating the campaign, the agency worked on a thought line, which was extremely tight and slippery. In keeping with SaintX's aim to celebrate the true spirit of being a man, the brand encapsulates the varied moods/roles of the new age man through its communication, highlighting its brand values-modernity, individuality and fashion.

With provocative positioning of "Wickedly Smart' and a visual grammar that has been purposely kept dark and mysterious, the campaign breaks clutter amidst advertising that has predominantly been goody 'goody. This will be perhaps the first time ever that the grey side of a man's personality will be celebrated by a suiting brand overriding the hypocrisy.