aLL: The Plus Size Store has launched its campaign, âWhatâs your Plus Pointâ, focusing on the various âplus pointsâ on being a plus-sized person and aims to shed the negativity associated with it.
As part of the campaign, aLL has launched its first-ever TVC conceptualised by Marching Ants. Produced by Film Republic India and directed by Sainath Choudhury, the TVC draws from the insight of the various âplus pointsâ of being a plus-sized person. The TVC celebrates plus size and all the best points attached to it.
In the ad, various plus-sized people come forward to confidently celebrate the âplus-pointsâ of their lives. It gives an insight into the minds of such extremely positive people who are proud of their appearance, confident of their abilities and revel in the benefits that come with being plus-sized. aLL â The Plus Size Store partners the consumerâs confidence and attitude with its fashion offerings.
Hetal Kotak, CEO, aLL, said, âaLL has been a pioneer in the plus size fashion industry. Despite huge demand, the category has never created real and relevant conversations with and about the consumers. We decided to celebrate our consumerâs confidence and style. Merely getting our audience to notice us wasnât enough. Our challenge was to first change peopleâs perception and attitude towards plus size and then partner our consumerâs need to look stylish and fashionable.â
Thatâs where the agency stepped in. Joy Ghoshal, Director and Chief Creative Strategist, Marching Ants, said, âOur idea was to devise a head-on approach that showcased the plus points of being plus-sized; which arenât just physical, but also a confident state-of-mind. The idea was to depict our audiences with a positive and confident persona that reflects in their life choices because we see them as our ambassadors.â
The TVC will be played across genres like GEC, news, English entertainment and movies along with a few regional channels. It will also be played during the upcoming IPL match telecasts.
aLL: The Plus Size Store is a fashion forward apparel brand established in 2005 to solely cater to the plus-sized audience in India. The brand houses everything from western to ethnic wear and accessories with 68 standalone stores and shop-in-shops at Central located across 33 cities across India.