Park Avenue goes 'instinctive' to promote its AutoFit Series

The campaign has been conceptualised by McCann Erickson and targets fashionable and discerning young professionals

BestMediaInfo Bureau | Mumbai | October 28, 2014

Click on the image to watch the TVC.

Park Avenue has come out with its first TVC to present the AutoFit Series – a range of shirts and trousers for men and women that expands intuitively for a like-never-before perfect fit. The campaign has been conceptualised by McCann Erickson and targets fashionable and discerning young professionals.

Nishant Pratap, Associate Creative Director, McCann Erickson, said, “Park Avenue, being India's leading fashion brand, has always pioneered innovation. And the AutoFit Series gave us a perfect opportunity to communicate the same.”

The 30-second TVC emphasises on the innate quality of instinctiveness and being prepared for imminent events. The films shows the man being ready for the rain with his umbrella, just before it indeed starts to trickle, similar to the instinctive feature of the AutoFit series. The instinctual expanding feature of the AutoFit series provides the desired fit, without neglecting style and latest trends. Thus, the new commercial also pays homage to the spirit of invention and innovation, which is communicated by highlighting the product benefits, and also re-establishes the fact that Park Avenue has consistently stood for style rather than just fashion and for innovation rather than just following trends.

The campaign is being promoted across television and digital displays.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: McCann Erickson

Chairman & CCO: Prasoon Joshi

President: Govind Pandey

Senior VP & GM: Namrata Nandan

ECD: Puneet Kapoor and Abhinav Tripathi

Head of Craft Excellence: Denzil Machado

Associate Creative Director: Nishant Pratap

Creative Team Leader Art: Nilesh Anjarlekar

Executive Planning Director: Suraja Kishore

Account Management: Samir Sagar & Anurag Shukla

Films Department: Vrushali Samant & Sandesh Shirke

Production House: Dancing Elephant Picture Company

Director: Sachin Khotre

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