The campaign adds positivity & reinforces importance of masks: Anil S Kumar, Allen Solly

Kumar, COO, Allen Solly talks about their new digital campaign, brand recall through social messaging, challenges amid the corona crisis and more

e4m by Nafisa Shaheen
Updated: Aug 7, 2020 5:06 PM

Staying relevant in the minds of consumers is the focus of every business, and coronavirus hasn't changed that paradigm.  Today, business houses have been venturing new territories, introducing products that cater to the current demands of the consumers. Following the same trend, Allen Solly and Ogilvy Bengaluru have come together to create an upbeat video that captures slice-of-life situations and habits of people that have now become commonplace. The campaign drives home the point that wearing a mask is as simple as wearing a smile.

Speaking about the digital campaign and the inspiration behind it, Anil. S. Kumar, COO, Allen Solly said masks are an unavoidable necessity for the greater good.

"The act of wearing a mask is a practice we are all still adapting to. It’s important that we all wear one- so that we can care for ourselves as well assure those around us. Our campaign aims to add a fresh and positive perspective on the concept of masks by connecting it to a human characteristic – Smile."

He added that now it is critical to devise messages carefully and creatively. "Through our campaign, we are not just highlighting people’s duties and obligations but also empowering their trust in accepting masks as a way to express oneself just the way we do with our smiles. We strongly believe the campaign will add positivity and reinforce the importance of wearing masks to not only keep ourselves safe but put others around us at ease as well”.

On being asked on how effective has social messaging become as far as customer recall is concerned, Kumar said, “We have reached out to our consumers through leading social and digital media platforms. The initial response has been very positive, and they find that it is refreshing to see that rather than going about the different features but a simple consumer relatable message. The fact that the campaign touches a very human aspect – the act of smiling is the core which consumers are appreciating.”

Allen Solly has maintained connect with its key stakeholders during these tough times digitally. Kumar added, “We have stayed in touch with our consumers midst the challenging external situations. We have identified new means like shopping on a simple video call – that way consumers don’t have to step into the physical store still not stay away from their favourite brand. Also, we have a very strong online presence our own website and through leading ecom platforms which enables access to the consumer.”

Kumar also explained the precautionary measures being taken at the physical stores with social distancing being the new norm: ”Consumer and employee safety is our top priority. During times like these, you can never be too safe. This led us to take all the necessary safety measures to provide a safe shopping experience. To provide contactless shopping experience – we have ensured to incorporate social distancing mandates, use of masks, continuous sanitization, even display changes to enable easy browsing and digital payments and minimize touchpoints.”

With the brick and mortar retail facing big challenges, Kumar put the spotlight on the 3 major challenges the brand is facing today: "To integrate highest levels of safety in everything we do and make sure this heightened intensity is sustained for the wellbeing of our consumers and employees; to deeply and swiftly in understanding shifts in consumer behaviour, make sense of it and take right calls around all aspects of business strategy; to keep positivity, focussed energy across the team with clarity of thought in these uncertain times while we survive the difficult phase and come out stronger."

Summing up the conversation, Kumar informed exchange4media on the new set of product portfolios lined up by the brand. He added, “Masks in itself is a new set of products we have ventured into. But definitely the current times provides an opportunity to work on interesting products which are high on utility. With customers expected to practice safe social distancing and undertake personal safety measures in the immediate future. We are launching our Travel Safe Jackets with Anti-viral protection to ease Consumers’ worry about their clothes coming in touch with contaminated surfaces while stepping out from the comfort of their homes. The jacket becomes a protective layer over their normal clothes and protects from coming into contact with contaminated surfaces on a day to day basis. Also improved variants on Masks – like specific for Bikers is something we are working on as well.”

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