The robust 360? campaign addressing young Indian is conceptualized by Mudra India; Watch the TVC here.
Hitesh Ranot | Delhi | October 18, 2010
Peter England, India’s largest and most loved menswear brand in the mid-priced segment has launched a slew of initiatives to keep up to its consumers’ commitment. The brand has stitched together a well crafted strategy on Product, Retail and Marketing levels.
The menswear brand from Madura Garments has launched its new campaign, where the brand unveils its message ‘Beginning of Good Things’. In truth, this is more than just a message, a philosophy that encapsulates the result of applying self-belief. Its creative agency Mudra India has conceptualized the campaign.
The film opens with a young man in a big city, trying to rent an apartment. His search ends with a small, cosy place that he truly likes. However, his hopes are dashed when the stern landlady declares that this apartment is meant only for families & not for bachelors. Crestfallen, he takes the lift down, when he sees himself in the mirror & grows his self belief. He motivates himself to make one sincere & honest attempt. He comes out of the lift a picture of self assurance & wins the landlady over.
The credo of all forthcoming Peter England communication will be to capture a young Indian’s spirit of hope and self-belief that enable him to move forward in every step of the way.In order to succeed, he must first believe that he can. Self-belief inspires him to do what he feels is best, not what the world tells him to do. In fact, the depth of his belief and the strength of his conviction determine all that he gains in life.
This campaign is being brought to life by popular actor Siddharth. Siddharth has the ability to be relatable as well as aspirational to millions of young Peter England consumers. At the same time he is the right personification of the core values of Peter England.
The robust 360? campaign that addresses this young Indian will be seen across TV, print, outdoor, digital & its extensive range of over 2000 retail outlets.
Kedar Apshankar, COO, Peter England said, “Peter England continues to win the trust of millions of consumers and enjoys high brand recall. The brand’s sheer strength to reach out to its consumers in every pocket of the country has made it the most loved menswear brand in the country. Peter England enables self belief in the life of millions of young men in their initial year of their career”.
Looking back, the brand that brought the ‘Honest Shirt’ went on to sell a million shirts within the first two years of its launch. The ‘Honestly Impressive’ campaign that followed was greeted with interest. From just shirts and trousers, the brand had diversified to suits, a complete range of casual wear including denim and recently into party wear. The unforgettable association with the Chennai Super Kings had created exciting moments for the brand in its long journey.
Peter England has constantly evolved with the changing trends, outliving many challenges in its path. Today not only is it well-poised as a brand, but is also well-prepared with contemporary garments designed for the youth who are waiting for the beginning of good things.