Allen Solly Woman Launches ‘Fun at Work’ Campaign
India’s pioneer brand in semi‐formal dressing from Aditya Birla Fashion and Retail Ltd. unveiled the first ever media campaign – “Fun at Work” for Womenswear Range. The brand’s latest campaign features the idea of freedom of self-expression, set in the modern work culture that today’s woman can relate to. The integrated campaign is released on platforms such as TV, HOTSTAR, cinema halls and social media.
Commenting on the launch, Anil. S. Kumar, COO, Allen Solly said “Allen Solly has been one of the sought after brands for the modern working woman, who desire something cool and comfortable for workwear. The new campaign is In-line with the brand’s offerings of vibrant and comfortable workwear for the new age working woman. 'The Stag’ – which has become an integral part of our brand imagery – has been integrated in a fun and relatable way. Allen Solly is a pioneer in the category of western workwear for Indian woman and this campaign is an attempt to re-connect with the New Age woman in the most fun and vibrant manner.”
Conceptualized by Ogilvy, the TVC yet again uses the brand’s greatest asset – The Stag. The TVC opens in a cool modern office where a group of young women dressed in Allen Solly clothes, are playing a game of cricket. Suddenly the ball is hit to a far end of the office. The fielding side gets back the ball just in time for a run out attempt. The bowler knocks the stumps over and appeals. In anticipation of the final decision everyone turn to the umpire and to everyone’s surprise the stag is the umpire. The Stag takes his time, watches the player and shakes his head to declare a not out.
Jayanth Gurumurthy, Creative Director, Allen Solly further added “Allen Solly Woman stands for fulfilling fashionable workwear needs of the new age consumers. Our women’s range is vibrant, colorful and offers best fabrics, style and fit for long lasting comfort. The new campaign helps us to showcase the best of the Allen Solly Woman’s wide range from fitted trousers to fluid tops.”
Mahesh Gharat, Chief Creative Officer, Ogilvy & Mather, Bangalore said “Allen Solly has always been a favorite amongst young working women. The task was to take this relationship to the next level while sticking to the Open Work Culture space. The central theme behind the campaign was to show how Allen Solly womenswear is comfortable for young working women of today to have some fun at work. Also, since Stag has become an integral brand asset for Allen Solly, we leveraged it seamlessly to the brand's advantage by giving it a playful yet meaningful role in the story. The music is vibrant, youthful and contemporary, basically, everything that Allen Solly Woman stands for."
Allen Solly Woman’s range features fashion forward dresses which look tailored yet feminine that are suitable for work and beyond. Their staples – vibrant and stylized Shirts and Tops are working woman’s favorite. This contemporary collection will be available in stores across India.
Over the years, Allen Solly has revolutionized the lifestyle of young professionals with New Age Work Wear. With this new campaign, Allen Solly sets new benchmarks for work wear where cool new fashion meets comfort to enable high energy lifestyle of this generation. It gives young woman a chance to express their very own fashion statement at work.