#KeepHerHappy
A digital-only campaign that launched Mufti's joggers as an attitude, not just an apparel category — and made the brand impossible to ignore.
#KeepHerHappy
A digital-only campaign that launched Mufti's joggers as an attitude, not just an apparel category — and made the brand impossible to ignore.
Impressions
Total campaign reach
Reach
Unique audience
Video Views
Campaign films
Positive Mentions
Increase in brand sentiment
Make joggers a lifestyle statement, exclusively through digital.
Mufti is a menswear brand known for its denim. Launching a joggers range required more than a product announcement — it needed a cultural position that felt right for a brand worn by men who live beyond 9-to-5.
The entire launch was to happen through digital channels only, which meant every creative decision needed to earn attention rather than buy it.
Client
Mufti (Credo Brands Marketing)
Scope
Digital Campaign · Branded Content · Social Strategy · Microsite
Markets
India
We entered
uncharted territory.
31.5M impressions and a brand-new category owned entirely through digital.
"We entered and conquered this uncharted territory, claiming it as our own." The campaign proved that a digital-only launch, built on attitude rather than features, could establish category ownership for a brand stepping outside its core.
Next Case Study