MUMBAI: With a new generation, comes a new set of ideals. Today’s youth is dynamic, aggressive and unconventional. They are not scared to follow their dreams; they are strong, passionate and fearless.

Sin denim is all set to launch its first TVC ‘Game Changer’ featuring its brand ambassador Hardik Pandya.

The campaign brings out the new, eccentric and confident youth which are set to change the game and make a variance in the society. Apart from being a potential all-rounder in the game of cricket, Pandya is a flamboyant figure full of confidence that the youth look up to as a progressive icon.

From his style quotient to his fitness regime, his flair and personality is what makes him the best match for the TVC initiated by Sin Denim. From chasing their dreams to breaking the rules, the campaign emphases on how the youth have evolved to a point where nothing can stop them from being the game changers.

Catering to the essentials and customs of the youth, Sin denim is a young, fun, quirky and vibrant brand, which is ready to break the shackles and pre-determined norms of the world. Sin Denim also pushes its boundaries on creativity and quality, ensuring that every product is unique and caters to the youth. Through this distinct campaign, Sin denim is conveying a whole new phase of contemporary and youth thinking.

Sin Denim is the flagship brand of Clothing Culture. The brand gives utmost importance to understand the thought process and the requirement of the youth of today while designing the garments.

Clothing Culture Ltd director Vijaylaxmi Poddar says, “The season is going be a #GameChanger for us as we move ahead with the gen next. The youth are the most important section of a society, as they are the future. Only they can make a difference and emerge as the #GameChangers. With this campaign, we are creating the vision and validation of Sin denim as a brand that appeals to the new generation.”

Various television channels such as MTV, VH1, India TV and 9XM to name a few, will preview the TVC reaching out to million households. With the forward thinking and a fresh approach, the TVC will also be featured in more than 1000 theatre screens across pan India including some of the most popular multiplexes like PVR and Inox. Along with the print campaign in the leading newspapers, the campaign will flash on key multi-city hoardings, covering about 100 cities.

Sin Denim’s product range encompasses fashion denims, casual shirts, cotton trousers, t-shirts, sweatshirts and jackets. Apart from being present in 1300 multi brand outlets, the brand is available in premium chains like Central, Reliance Trends, Unlimited, Brand Factory, Lulu, amongst the others. The brand is aggressively pursuing the expansion of its own exclusive stores.  Sin Denim is well entrenched in the market of South, East and North India and has extensive overseas presence in Sri Lanka and Middle East through shop-in-shops and premium chain Lulu.