Louis Philippe unveils ‘Stay Uncrushed’ campaign for Permapress Collection

The campaign has been conceptualised and executed by Wunderman Thompson India

e4m by exchange4media Staff
Updated: Jul 28, 2019 10:00 AM

Louis Philippe, premium menswear brand from Aditya Birla Fashion and Retail, has unveiled a TVC for the Permapress Collection. The ‘Stay Uncrushed’ campaign emphasises on resilience and determination of a true leader. 

The 45-second TVC presents a narrative of a President who overcomes great perils with sheer grit and fortitude and ultimately emerges victorious. The campaign will debut in 74 cities across multiple mediums Television, Print, Online and Out of Home. The film will be aired across digital channels, TV, over 1200 movie screens and will be supported through a diverse promotion strategy in the upcoming months. 

Farida Kaliyadan, COO, Louis Philippe said, “Defining class, elegance, and status, Louis Philippe is a purveyor of fine clothing for the discerning gentleman. Louis Philippe was introduced in India in the year 1989 and almost three decades later, the brand logo – the “Crest” is prized even more for its craftsmanship and attention to detail. This film defines the ethos of the true craftsmanship and skill that brand resonates. Our new ‘Permapress’ collection promises comfort and perfection coupled with functionality and style.”
The campaign has been conceptualised and executed by Wunderman Thompson India. 

Senthil Kumar, Writer and Chief Creative Officer, said: “The film has brought to life the functionality of the world’s finest wrinkle free collection – Permapress in the latest edition. While writing this film within the luxurious codes of the legendary Louis Philippe brand, we had to build the character of the President and armed him, literally with the ultimate functionality of the Permapress Collection. Wrinkle Free, Stain Resistant and Spill proof.” 

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