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Bangalore-Based Arctic Fox Ropes In YouTuber CarryMinati As Its Brand Ambassador

Launch Of World’s First Personalised Gaming Backpack Leveraged By A First Of Its’ Kind Roast-Esque Campaign

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Bangalore-Based Arctic Fox Ropes In YouTuber CarryMinati As Its Brand Ambassador

Pegged as a lifestyle brand for the millennials, Arctic Fox further leverages its’ position as a category frontrunner with its’ latest offering.

After a year of rigorous design research, the Bengaluru headquartered conglomerate has introduced yet another bespoke offering called ‘The Gamer Backpack’ within two years of its’ brand inception. Adhering to its’ long-standing tradition of ushering an innovative revolution within the backpack industry, the brand aims to tap into India’s thriving gamer community by launching the world’s very first personalised gaming backpack.

To complement the brand’s core ethos of manifesting your success with optimism, confidence and perseverance, YouTube content creator CarryMinati aka Ajey Nagar has been officially appointed as the new brand ambassador of the brand. As someone who is the pioneer of streaming games in India and has painstakingly carved a niche for himself in the online gaming community from a very tender age, the Delhi-based YouTuber, streamer, gamer and rapper becomes an ideal exemplar to champion this offering.  

As part of the enterprising ad campaign, orchestrated by creative agency Humour Me, the brand takes a subtle jibe at conventional advertising and marketing in a roast-esque sidesplitting video, setting it apart from its’ peers. With a tagline of ‘Dive In’, the brand sportingly takes a dig on itself whilst encouraging people to treat every challenge as an opportunity.

Commenting on the new launch, Sridhar Thirunakara, Founder and CEO, Arctic Fox states, “Arctic Fox is a brand that has always stood for creativity and innovation. We, as a brand, have always believed in looking at the world differently, paired with a spirit of relentless optimism and perseverance we think we can change the world for good. We’re very excited to launch our new personalized gaming backpack and to bring CarryMinati on board as our new brand ambassador. We believe that his story and personality complement the brand’s universe and we’re excited to work with him on many more projects.”

Arctic Fox’s newly appointed brand ambassador CarryMinati further elaborates, “I’m super grateful to be a part of the Arctic Fox family. Their trailblazing products are sheer standouts and are synonymous with my personal style. I’m looking forward to creating some magic with the team!”

Talking about the avant-garde campaign, Dhruv Sachdeva, Founder and Chief Creative, Humour Me, says, “The day and age of doing a conventional brand ambassador launch campaign are long gone. Ajey as a creator is known for being brutally authentic. When working with a celebrity or top creator one has do justice to both the creator’s brand as well as the brand they are endorsing. We were clear from the get-go that whatever we chose do had to be authentic to both brand Arctic Fox and Carry. This was an extremely bold and ambitious idea and it needed an equally audacious brand to be in on the joke to bring about a larger message.”