Conceptualised by DDB Mudra South and East, Peter England launches a new campaign aimed at engaging the young consumer marking a big shift in their narrative
BestMediaInfo Bureau | Mumbai | November 12, 2015
Peter England depicts through its new campaign that the only way to succeed is by being what you love to be. Even if it needs you to be a Superman by day and Batman by night, you're a real man only if you have finesse, flamboyance and everything in between. This ethos was the spark behind their new, innovative “Be Everything You Love” campaign.
Peter England, the legacy menswear brand in India, sells more than 10 million garments every year in its more than 600 exclusive stores and more than 2000 multi-brand outlets across 350 towns.
Since 2000, Peter England has been universally accepted among consumers for its standardised fits, superior quality, wide range and 'fashion-right' styles in its segment, making it the most trusted brand amongst consumers in the readymade apparel category.
Peter England looks to strengthen its appeal among the newer generation of users while retaining the same core principles on which the legacy of Peter England has been built. The new campaign narrative marks a big shift in tonality or brand conversation that Peter England aims to have with the younger audience.
The new campaign is inspired by the philosophy of young India namely that life experiences are as important as material wealth. Today, among the youth, success and aspiration is measured not only by all that you have accomplished, but all that you have experienced and seen in your life.
It’s no longer about a single- minded goal, but a host of exciting things happening at the same time which appeals to today’s youth. Increasingly, the youth don’t want to be stereotyped as one-dimensional and want to be seen as multi-dimensional.
This campaign includes print ads led by the TVC of a young man at an interview. He faces a panel of three gentlemen who ask him what is probably the most repeated interview question: “Where do you see yourself five years from now?”
The protagonist’s answer is the perfect example of how the younger generation today, thinks. The multitude of experiences, not only showcase the protagonist’s passions in life but also highlight the versatility and range of Peter England’s apparel within those experiences.
The baseline “Be everything you love” is carefully crafted to sum up this attitude of today’s youth. It also aims to reinforce the idea that whoever you wish to be, Peter England lets you be fashionable while pursuing this goal.
Commenting on the campaign, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra group, said, “The youth, our target audience, is not content with living just a one-dimensional life today. There is a restless creative energy about them that makes them want to learn more, explore more. Peter England as a brand has always been a beacon to them, never preaching but always encouraging, guiding them in their journey. In keeping with the many exciting options and choices the youth face today the brand's new campaign encourages the young to try out the opportunities, to evolve, to be creative and yet with some conscience and goodness attached to it. Most importantly it tells the young that the old codes of success are not applicable anymore. Go ahead and succeed on your terms.”
Agency Name: DDB Mudra South & East
Chairman & CCO: Sonal Dabral
President, DDB Mudra South & East: Ranji Cherian
Business Head: Nahum R Jacob
Creative Team: Vishnu Shrivatsav, Manoj Jacob, Ajay Menon, Ajith KS, Vimalkirti
Director: Prakash Varma
Production House: Nirvana Films
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