Allen Solly strikes conversation on 'Open Work Culture' using fashion dialect

Allen Solly, the semi-formal dressing brand from Aditya Birla Fashion and Retail Ltd., has announced the launch of its ‘Open Work Culture’ campaign to help Indian professionals imbibe the new work culture while making an effortless style statement at their workplace.

The new campaign encapsulates the budding work culture that centres round employee-friendliness and freedom of self-expression. Over time, the nature of jobs have evolved along with the way we work and where we work, and the employers have started adapting more employee-friendly policies. Open work culture encapsulates this core. The theme of the campaign orbits around the ‘Open Work Culture’ philosophy and explores the evolution of the modern employee friendly workspaces.

As a part of the campaign, Allen Solly has created a new TVC that highlights the element of open work culture and showcases quintessential office looks from the ‘New Age Work-Wear’ collection. The campaign has been produced by creative agency Ogilvy & Mather India.

Anil S Kumar, COO, Allen Solly, said “Allen Solly has always been in the forefront of redefining fashion at work through its unconventional work-wear offering. This film is another big step in that direction wherein we bring alive our brand logo 'The Stag’ and through it we celebrate the 'Open Work Culture' in today's workplace."

The TVC features a young Solly man walking into the work place with an air of attitude and confidence, sporting a smart chino paired with maroon blazer from Allen Solly’s Athleisure Collection and holding a stag on the leash. The TVC draws attention to a futuristic office with a pet friendly policy, the perk of an open work culture. The man showcases striking looks from Allen Solly’s New Age Work-Wear collection, as cool as the pet friendly policies at work.

Jayanth Gurumurthy, Creative Director, Allen Solly, said, “Allen Solly’s Open Work Culture is a fashionable and functional take on the new-age work environment and needs. The collection incorporates blends which provide comfort, mobility and enhance a stress-free lifestyle. With innovative fabrics which incorporate cellulosic fibres like Modal, Viscose, Lyocell, the garments are breathable, lightweight and soft. Finishes like anti-odor, anti-microbial keep you fresh and ready to go through the day. All the Allen Solly trousers are in stretch, helping movement. The 360 degree Flex trousers are a unique property with every component of the garment being stretchable, a truly modern trouser for the rigour and mobility of the modern age.”

Mahesh, Chief Creative Officer, Ogilvy & Mather, Bangalore, said, “In the past, Allen Solly has redefined work wear. Carrying forward the same thought process, we cracked an idea that'll resonate with the workplace of the future and that's how #OpenWorkCulture was conceived. Now the challenge was to break the clutter and create a memorable and charming piece of communication. We had an existing property of the Allen Solly Stag. We found a sweet spot when in the new brand narrative, we managed to bring the Stag to life. That's how the Allen Solly Stag commercial was conceived. Cinematic flair is what made the TVC sticky and unforgettable. And this was just the beginning of the campaign. There's lots more to come.”

The TVC:

Credits:

Creative Team: Piyush Pandey, Executive Chairman and Creative Director, South Asia; Sonal Dabral, Group Chief Creative Officer and Vice Chairman, Ogilvy India; Mahesh Gharat, Chief Creative Officer, Ogilvy & Mather, South; Azazul Haque, Chief Creative Officer, Ogilvy & Mather, South and Varun Katyal, Senior Creative Director, Ogilvy & Mather, Bangalore.

Account Management Team: Tithi Ghosh, Executive Vice President and Head of Advertising, Ogilvy & Mather, South; Sai Sunil, Client Services Director, Ogilvy & Mather, Bangalore and Khushbu Singh, Account Director, Ogilvy & Mather, Bangalore

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