Mumbai: The Pant Project, a menswear brand focused on custom-fit, high-quality pants, announces the launch of its latest ad campaigns, aiming to break away from traditional menswear advertising. Unlike the usual serious and formal tone, the new campaigns take a fresh approach, connecting with its male audience in a more relatable way.
In a shift from the seriousness of traditional ads, these campaigns use humour and engaging scenarios to highlight the versatility of the brand’s signature power stretch pants. They focus on how the pants effortlessly adapt to the dynamic lives of modern men.
Commenting on the launch of the campaigns, The Pant Project co-founder Dhruv Toshniwal said, “We’re excited to challenge the norms of menswear advertising with our latest campaigns. At The Pant Project, we believe in blending functionality with fun, and our power stretch pants are a testament to that. Through the campaigns we aim to showcase how our pants are built to keep up with every facet of a modern man’s life, all while adding a touch of humour and relatability."
The first campaign, titled ‘Tug of War,’ takes a playful approach, moving away from the typical serious tone. Set in a park, two families compete in a tug-of-war using the dads’ pants, humorously showcasing the flexibility, stretch, and durability of The Pant Project’s power stretch smart casual pants. The film ends with the kids creatively using the pants, highlighting their stretch and playful interaction, reinforcing the pants' versatility and durability.
The second campaign, ‘The Family Split Challenge,’ humorously features a split competition between a grandfather and father. As they exchange lighthearted banter about their youth and fitness, both attempt full splits. Meanwhile, their young son effortlessly performs a perfect split, stealing the spotlight. As the tension builds, the grandfather proudly reveals he's not just stretching but doing a ‘power stretch’ in his pants from The Pant Project. The ad highlights the brand's message that its power stretch pants offer durability, flexibility, and style for all generations.
The Pant Project co-founder & creative director Udit Toshniwal added, “As someone personally invested in every detail of our product development—right down to every stitch, fiber, and wear test. I believe in letting the pants speak for themselves. Our approach is all about ‘show, don’t tell,’ bringing our products to life through fun, engaging, and relatable stories that connect with our customers' everyday lives. This campaign goes beyond showcasing our pants; it represents the values and craftsmanship that distinguish our brand in both comfort and quality.”
Through these campaigns, The Pant Project portrays how their pants “stretch more than your imagination” and “stretch more than your arguments.”
