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
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 clientâ€™s interpretation and give it a slight edge in the campaign, while still conforming to the macro office wear codes. This seasonâ€™s campaign is a continuation of the previous yearâ€™s campaign which was mounted on the insight that todayâ€™s youth think formal office wear to be boring, and Peter England â€˜Brighten upâ€™ 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 todayâ€™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.
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