Allen Solly launches its first denims campaign

The campaign, conceptualised by Ogilvy & Mather India, will be promoted on TV, digital, print, over 1,000 movie halls and social media platforms

by exchange4media Staff
Published - Aug 18, 2019 10:00 AM Updated: Aug 19, 2019 4:14 PM
Allen Solly

Allen Solly has unveiled its first-ever denim campaign “Tough Jeans For a Tough Day at Work”. The campaign will be promoted on platforms such as TV, digital, print, over 1000 movie halls and social media platforms.

Speaking on the occasion, Anil S Kumar, COO, Allen Solly, said: “Allen Solly has consistently worked towards serving the needs of young working professionals through unconventional fashion. This campaign on jeans brings alive “tough jeans” which is the perfect companion for work and beyond. In this campaign as well, our brand logo “Stag” joins our journey into the denim world bringing live the toughness of our jeans."

Conceptualised by Ogilvy & Mather India, the TVC continued to use Allen Solly's greatest asset – the Stag. It features a young Solly man attired in Allen Solly Denim accompanied by the stag on his way to work. Failing to rev up the engine of his car stuck in snow, The Stag turns his attention to a sledge, giving him the idea of sledging to work. He eases his way through barbed wires, ferns and twigs. The TVC draws attention to the durability and aesthetics of the range effectively as the man indulges in the arduous activity.

 Mahesh Gharat, Chief Creative Officer, Ogilvy, South, said: “Allen Solly has been bringing its own little twist to apparel for many years now. And this year was no different. To emphasize the toughness of the denims in the film, the Stag takes our protagonist on a road less travelled by, thus demonstrating the strength of the denims. We wrote the lyrics and collaborated with Antonio Sanchez, the music composer of the Oscar - winning movie Birdman and the renowned Thana Alexa on vocals to create an original soundtrack for the film. I think this one will be truly memorable.”

Jayanth Gurumurthy, Creative Director, Allen Solly further added: “Allen Solly now sets new benchmark for work wear fashion through jeans. This fashion forward range of “tough jeans” combines fashion with durability and comfort. With modern construction and durafit fabric the collection offers excellent recovery and stability.”

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