Van Heusen Inner-wear flaunts its new ‘Your Summer #Skinwear’ campaign

Actor Sumeet Vyas plays the lead role depicting ‘expectations vs reality’ for a common man

e4m by exchange4media Staff
Updated: Jul 7, 2018 8:53 AM

Summers can be harsh and uncomfortable, especially for the nether regions of a man’s body. Van Heusen Innerwear & Athleisure presents a unique solution for men. The brand’s new ‘Your Summer #Skinwear’ campaign highlights the new inner-wear collection through its latest campaign that depicts smart interplay between expectations and reality.

The video features celebrity protagonist Sumeet Vyas and his attempts to survive a hot summer day. The digital campaign showcases new anti-bacterial #Skinwear range, which is a summer friendly collection.

Says Puneet Kumar Malik, COO, Innerwear business, Aditya Birla Fashion and Retail Ltd., “As a business, Innovation is at the core of our strategy, and with the power of digital storytelling and contextual targeting, we have built connect with the intended consumer group at the right time. We wanted to ensure the product attributes stand out and show the customer how we address their everyday pain points.”

The digital ad film was conceptualized and executed by Happy McGarry Bowen. Comments Naren Kaushik, Creative Director, Happy McGarry Bowen, “Summers stand for cold drinks, vacations, beaches and holidays. Summers also stand for heat, humidity, sweat, odour and discomfort. This dichotomy of summer is the genesis of the digital film ‘Expectation vs Reality’. He journeys through his day bearing the brunt of the heat when ideally; he would like to have it differently. The message we wanted to send home was that the summer we want and the one we get are quite different. At least, when it comes to men’s inner-wear, Van Heusen now has it sorted with its Anti-Bacterial #Skinwear”.

The Anti-Bacterial #Skinwear comes with its innovative ‘All Day Fresh and Colour Fresh Technology’ which keeps men dry & comfortable all day, along with retaining the new look of the fabric for a longer duration.

Van Heusen’s Innerwear has an exciting range of four collections including Classic, Platinum, Signature and Active. Each collection has been designed to offer a differentiated range to various consumer segments.

Classic – The classy wardrobe essential with performance features like all day fresh and colour fresh. - The range starts from Rs. 150

Platinum – Offers sophisticated styling and elevated comfort with Pima cotton. - The range starts from Rs. 279

Signature – Fashion innerwear with Flexi stretch feature for body defining fit. - The range starts from Rs. 289

Active – True sports innerwear with Swift Dry feature. - The range starts from Rs. 259

Athleisure – A multi-purpose range created for the Gym, the Brunch and the Street.

Crafted with elevated fashion and new age fabric, it also comes with a Smart-Tech feature that offers benefits like quick dry, stain release and anti-stat, making this a true cross-over between fitness and fashion - The range starts from Rs.279

Metropolis Athleisure collection elevates the customer with garments that have Quick Dry, Easy Stretch & Media Pockets while on the move – The range starts from Rs. 799

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