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Peter England makes it cool for early jobbers

The challenge for the agency, DDB Mudra Bangalore, was to give a slight edge in the campaign, while still conforming to the macro office wear codes

BestMediaInfo Bureau | Mumbai | May 15, 2014

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Peter England, the apparel brand of Madura Fashion &Lifestyle, has launched a new print and outdoor campaign targeted at the young workforce or early jobbers. The idea came from the thought that office wear as a category has seen a lot of evolution in the last 5-6 years. Peter England wanted to infuse newness to the office wear category and make their TG believe that office wear can also be interesting and fun.

The challenge for the creative agency, DDB Mudra Bangalore, was to take their client’s interpretation and give it a slight edge in the campaign, while still conforming to the macro office wear codes. This season’s campaign is a continuation of the previous year’s campaign which was mounted on the insight that today’s youth think formal office wear to be boring, and Peter England ‘Brighten up’ initiative was introduced mainly to change this notion by bringing in a range of young formals from Peter England. The Spring Summer 2014 line offers solid and bright coloured t-shirts, trousers and suits, bringing alive the thought of Brighten up more strongly.

The latest print campaign continues to talk to today’s youth and make the brand more relevant to this bunch. The in-store visual merchandise have also been created and executed around the same idea.

The young Peter England guy is shown in bright coloured, bold, off-the-trodden-path ensembles. He almost has the Midas touch. He brings about a dash of colour to an otherwise cold, sterile corporate office and literally 'brightens up' the office. The print and OOH campaign has been created and released in all major markets across India. In-store visual merchandise has also been created and executed around the idea.

Print AD:

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Credits:

Agency: DDB Mudra South

Chairman and CCO: Sonal Dabral

President: Ranji Cherian

Creative Head: Vipul Thakkar

Executive VP: Sujay Ghosh

VP - Strategic Planning: Rajesh Sharma

Sr. Creative Director: Ajesh N

Art Directors: Ajesh N, Jestin Mathew

Copy Writer: Jitendra Lulla

Group Director - Brand Communications: Tanaya Pandey

Brand Executive: Ajai Kumar Gn, Rimjhim

Photographer: Tarun Khiwal

Sarmistha@BestMediaInfo.com  

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