DDB Mudra South brightens up Young Formals and PE Jeans for Peter England

Peter England, the apparel brand of Madura Fashion & Lifestyle Ltd. is the most trusted brand in the ready-to-wear apparel segment. Over the last 15 years the brand has enjoyed great level of success in the mid priced segment. Today Peter England is one of the largest apparel brands in India. Their latest campaign features Siddharth in colourful denims and smart Young Formals and is aimed at the late university youth and early jobbers.

Young Formals

Formal wear as a category has seen a lot of evolution in the last 5-6 years. This evolution is led by the young workforce ż the demographic we call żearly jobbersż.  Peter England wanted to remain appealing to this TG by a better understanding of the way they interpret office-wear. The challenge was to take their interpretation and give it a slight edge, while still conforming to macro office-wear codes. The line had to take a step forward in letting our consumers express themselves. This was the genesis of the Young Formals line.

The campaign was mounted on the insight that todayżs youth thinks formal wear stands for boring office clothing. Given this context Peter England wanted to tell them that office wear can also be exciting and expressive. So the campaign idea was simple - żBrighten upż in office with the new line of YOUNG FORMALS from Peter England.

The campaign got executed with appealing żnon-officeż colors and off-the-trodden-path ensembles. Pink and white chequered socks with a pink shirt and gray suit, work blue jeans with jackets etc. The campaign was shot with Siddharth, whożs been Peter Englandżs brand ambassador for the last three years.

PE Jeans

Peter Englandżs jeans business has taken different route in this segment with żinnovation in the productż. The innovation story has been a recurring theme for the brand. The objective this season was to take the innovation story forward and to bring out the functional features of the product. 

While innovation was the narrative in the denim category, the mother brand żPeter Englandż has always been more than just the product, itżs about an emotionality. 

The seasonżs offerings were, Oxygeans which is made by saving up to 80 litres of water on every pair; Neon Jeans with dual colour, one outside and a different one in the folds and Sculpted Jeans ż Jeans that take ones shape.

A dominant color was associated with each innovation bringing the innovations to life in a stark treatment. The communication effectively highlights the product while also bringing out an emotional benefit associated with it.

For both Young Formals and PE Jeans, Print & OOH campaign has been created & released across all major markets in India. In-store visual merchandise have also been created and executed around the same idea.

Rajesh Sharma, Vice President, Strategic Planning, DDB Mudra South said, żYoungsters these days do not want to conform to existing codes, even if they are early jobbers in workplaces. Itżs not about żrebellingż but about the belief in żexpressingż themselves. The Young Formals campaign is a celebration of this spirit.ż żThe idea on the PE Jeans campaign is to tie up the product innovation to something deeper and meaningful about the youth of today.ż

Sujay Ghosh, Sr. Vice President, DDB Mudra South said, żTraditionally, formal wear have been known to be stiff and boring.  With this campaign, attempt has been to rejuvenate formal wear...making them lively and lovely...so when you wear them, you feel young and peppy. Jeans is synonymous with youth. Peter England 

Ajesh N, Creative Director, DDB Mudra South, on Peter England Formals said, "What one wears has a great influence on one's mood and how one performs in office. Peter England's Young Formals collection reflects the youthful spirit through vibrant colors and young cuts. Clothes that make the work atmosphere lively and brightens you up.  That's precisely is what we tried to capture in the campaign."

Saurabh Doke, Creative Director, DDB Mudra South, on PE Jeans said, żSimplicity and fashion always goes hand in hand. In today's cluttered 'wallpaper fashion advertising' especially where every other denim brand uses the grunge look to showcase denim attitude, the new PE Denim campaign stands out. Perfect balance between product innovations and core brand values.ż

Commenting on this, Kedar Apshankar, Chief Operating Officer at Peter England said, żżFormalsż has always been considered to be żboring/conformistż by the younger generation today. The challenge was to, catch their imagination by portraying "formals'' in a new light. This campaign is a significant step in that direction''. żDenimsż has a very crowded brand landscape, with multitude of brands positioned across various platforms. PE Jeans, in this context is attempting to carve out its own niche by focusing its offering on meaningful consumer benefits and a communication which provides an inescapable focus on the merchandise and the much needed cut-through in the cluttered ad-space."

Credits:-

DDB Mudra South

• Chairman and Chief Creative Officer: Sonal Dabral
• Office Head: Ranji Cherian, President
• Creative Head: Vipul Thakkar, Executive Creative Director
• Business Head: Sujay Ghosh, Sr. Vice President
• Account Planning: Rajesh Sharma, Vice President
• Account Management ż Tanaya Pandey, Ajai Kumar Gn, Rimjhim

For Young Formals

• Creative Director ż Ajesh N
• Art ż Ajesh N, Nikhil Narayanan
• Copy ż Jitendra Lulla
• Photographer ż Tarun Khiwal

For PE Jeans

• Creative Director ż Saurabh Doke, Karthik Venkat
• Art ż Vimalkirti Deshmukh, Saurabh Doke
• Copy ż Devaiah Bopanna, Karthik Venkat
• Photographer ż Tarun Vishwa