MUMBAI: Menswear brand The Pant Project has launched its first outdoor transit media campaign titled ‘Oops Proof’, a hyperlocal initiative designed to create awareness around its Water Repellent Pants. Built for Mumbai’s unpredictable monsoons and chaotic daily life, the campaign puts functionality front and center-directly along the city’s busiest bus routes.
The initiative features large-format branded buses that operate across key Mumbai neighborhoods including Thane, Andheri, Goregaon, Powai, Navi Mumbai, BKC, Santacruz, South Bombay, Lower Parel, and Marol. These buses, much like the pants being promoted, brave daily traffic, puddles, and packed streets-delivering the product’s message of everyday durability and confidence.
Crafted to handle everything from sudden downpours to tea spills, the pants are positioned as the ultimate rainy-season essential. The brand playfully dubs them as more than just pants-they’re “Oops Proof.”
“Buses felt like the most honest, hard-working metaphor for what these pants do-move through the mess, keep going, and never look out of place. That’s what ‘Oops Proof’ is really about,” said Sukita Tapadia, CMO, The Pant Project. “Life will throw things at you. Our pants are made to handle all of it.”
To build buzz, the campaign also includes a social media-led community challenge. The first 100 participants who spot an “Oops Proof” bus, click a photo, and post it on Instagram tagging @thepantproject with the location, will win a free pair of Water Repellent Pants (worth up to ₹2500).
“Mumbai’s monsoon doesn’t come with warnings-just puddles, splashes, and traffic chaos. Life doesn’t slow down, and that’s what inspired this campaign,” said Udit Toshniwal, co-founder and creative director. “We wanted to show-not just tell-how these pants perform in real-world messes. By taking them to the streets, we brought the brand to life where it matters most.”
The Water Repellent Pants are tailored for urban functionality. Made from soft stretch fabrics, they are wrinkle-resistant, fast-drying, and spill-proof, designed to offer all-day comfort without compromising on style.
Having already earned strong word-of-mouth from loyal customers, this campaign marks the product’s first major mass-market push, reinforcing the brand’s commitment to blending form with function.
With ‘Oops Proof’, The Pant Project continues its mission to reframe men’s fashion through a lens of adaptability, using real-world relevance and moment marketing to celebrate the style, utility, and resilience of the modern Indian man.
