'Be Everything You Love' says Peter England in the latest campaign by DDB Mudra South and East

Peter England is the most loved and largest menswear brand in India. It sells more than 10 million garments every year in its 600+ exclusive stores and 2000+ Multi-brand outlets across more than 350 towns. Since 2000, Peter England has been universally accepted amongst its millions of consumers for its standardised fits, superior quality, wide range and 'fashion-right' styles in its segment, making it the most trusted brand amongst consumers in the readymade apparel category. Peter England believes that the only way to succeed is by being what you love to be. Even if it needs you to be superman by day and batman by night, you're a real man if you have finesse, flamboyance and everything in between. This ethos was the spark behind their new, innovative “Be Everything You Love” campaign.

Objective

Peter England looked to strengthen its appeal among the newer generation of users while retaining the same core principles on which the legacy of Peter England has been built on. The new campaign narrative marks a big shift in tonality / brand conversation that Peter England aims to have with the younger audience.

Idea

The new campaign is inspired by the philosophy of young India – Life experiences are as important as material wealth. Today, among the youth, success and aspiration is measured not only by all that you have accomplished, but all that you have experienced and seen in your life.

It’s no longer about a single minded goal, but a host of exciting things happening at the same time which appeals today’s youth. Increasingly, the youth don’t want to be stereotyped as unidimensional and wants to be seen as their multidimensional self

Execution

This campaign includes print ads led by the TVC of a young man at an interview. He faces a panel of three ‘formal’ gentlemen who ask him what is probably the most repeated interview question: “Where do you see yourself five years from now?”

The protagonist’s answer is the perfect showcase of this generation’s multidimensional and eclectic thought process. The multitude of experiences, not only showcase the protagonist’s passions in life but also highlights the versatility and range of Peter England’s apparel within those experiences.

The baseline “Be everything you love” is carefully crafted to sum up this attitude of today’s youth. It also aims to reinforce the idea that whoever you wish to be, Peter England lets you be fashionable while pursuing this goal.

The campaign has garnered an impressive 352,000+ views on Facebook and a remarkably fast 470,000+ views on YouTube for their innovative breakthrough commercial.  Quoting on the campaign, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra group said, “The youth, our target audience, is not content with living just a unidimensional life today. There is a restless creative energy about them that makes them want to learn more, explore more. Peter England as a brand has always been a beacon to them, never preaching but always encouraging, guiding them in their journey. In keeping with the many exciting options and choices youth face today the brand's new campaign encourages the young to try out the opportunities, to evolve, to be creative and yet with some conscience and goodness attached to it. Most importantly it tells the young that the old codes of success are not applicable anymore. Go ahead and succeed on your terms. I’m very excited by this campaign from our teams in DDB Mudra South & East. It’s being loved by our audience and it’s another example of great creative and effective work now being produced by offices across the DDB Mudra Group.”

The campaign can be viewed on: https://www.youtube.com/watch?v=YWiSWbOv1to&feature=youtu.be