Is Reeshu really a jerk? Ask Blackberrys Menswear...

By afaqs! news bureau , afaqs!, Mumbai | In Digital | March 25, 2016
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The brand has launched a campaign called #The Unwrinkle Revolution.

Blackberrys, the formal menswear brand, has launched its new digital campaign for its latest collection Performance 100, a range of wrinkle-resistant and non-iron shirts. The campaign, which is titled 'The Unwrinkle Revolution', showcases the brand's new range of wrinkle-free shirts as the perfect solution for men to lead a stress-free life. The video is being promoted through all social media and digital platforms.

The campaign revolves around a young professional Reeshu who disappoints his girlfriend of two years, failing to hug her even once. Nor does he touch his parents' feet. He is not ready to play table tennis even when he is free, doesn't dance with friends, nor does he help the old lady in the building to carry heavy bags, or play with his dog. Even the traffic cop is nonplussed, for Reeshu, despite being fined 175 times, continues to avoid using the seat belt. Why, you may ask? He is ill-at-ease, socially awkward and constantly stressed about the creases on his shirt.

He returns home one day to find a gift bag outside his door containing a new shirt, which changes his life. He no longer needs to worry about the wrinkles on his shirt and indulges in all activities without any stress thanks to the new Blackberrys wrinkle-resistant and non-iron shirt.

Talking about the campaign, Nikhil Mohan, founder and director, Blackberrys, in a press release, says, "This is the year of shirts for us and we want our Performance 100 shirts collection to be the flag-bearer. Our SS16 campaign is focussed on Performance 100 shirts and resonates our strategy of loosening up as a formal menswear brand in India. We look forward to see men in India 'unwrinkle' and enjoy every moment of life to the fullest. Carpe Diem!"

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