Allen Solly goes quirky for its latest spring collection campaign

To mark the launch of it’s new spring/summer collection, Allen Solly, one of India’s most salient apparel brands recently rolled a 3-day teaser campaign prior to the launch of the brand’s summer T shirt campaign, #EveryTeeUnderTheSun. SapientRazorfish from Publicis stable has conceptualized the campaign with the basic idea of Allen Solly striving to increase it’s logo affinity. The brand’s logo, the stag, is already much loved among its audience. The task was to bring in an element of quirk and humour to popularize The Stag, while creating a campaign around the brand’s latest offering – a wide selection of t shirts for Spring.

This led to imagining conversations that two stag printed T shirts could have, the unique situations they find themselves in both at work and outside of it, and how they react to them with the help of a rather wry sense of humour.

Commenting on the campaign, Piali Dasgupta, Creative Director- SapientRazorfish said, “The campaign was designed primarily to increase logo affinity. The stag as a logo, already has an organic, almost raw pull. Allen Solly loyalists post pictures of The Stag regularly on social media, tagging the brand. The idea was to give the stag some swag, a certain coolness, while keeping it very real. Share worthy, humorous content in a capsule format was the way to go. Hence the comic strip approach.”

Inspired by comic strip humour, the agency decided to create quirky, tongue-in-cheek conversations between tow T-shirts. The situations ranged from life at work to life post work and extremely relatable to the brand’s 25-35 TG - from the Xerox machine at work not working to Stag entry not allowed at a party. Building conversations between two stag-printed T shirts reinstated the logo value.

The result of the campaign was as follows:

 Total impressions: 80,559 (organic)

Total reach: 54,096 (organic)

Total engagement: 1,022

 Below are the posts from the series:

Allen Solly is most popular for having redefined workwear through its unique `Friday Dressing’ concept in 1990s and early 2000s. It replaced the grey’s and whites with vibrant dash of colours to its workwear and created a new category of Work Casuals. The brand has been creating ripples through its seasonal collection for quite sometime now.