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Louis Philippe unveils Permapress collection with ‘Stay Uncrushed’ campaign

The collection symbolises the finest design and craftsmanship to innovation and functionality. The campaign has been conceptualised by Wunderman Thompson India

Click on the Image to watch the TVC.

Louis Philippe, the premium menswear brand from Aditya Birla Fashion and Retail Ltd., has unveiled its cutting-edge innovative line of clothing for the contemporary man, the Permapress Collection.

The line is a celebration of re-imagined, pioneering designs and is rooted in functionality, versatility and style. The brand has launched this collection with a comprehensive campaign, ‘Stay Uncrushed’, which emphasises on resilience and determination of a true leader.

The TVC presents a gripping narrative of a president who overcomes great perils with sheer grit and fortitude and ultimately emerges victorious. The campaign will debut in 74 cities across television, print, online and out-of-home. The film will be aired across digital channels, TV, over 1,200 movie screens and will be supported through a diverse promotion strategy in the coming months.

The action-packed TVC puts the spotlight on an astute leader’s feat as he embarks on a journey to save his nation from the clutches of a despot, destroying a military coup, restoring order and redeeming his country from descending into chaos. During his mission, the president is sporting wrinkle-resistant, spill-proof attire with the iconic Upper-Crest motif emblazoned on his cuff. Throughout the journey, his spirit similar to his choice of attire stays uncrushed.  

Farida Kaliyadan, COO, Louis Philippe, said, “Defining class, elegance, and status, Louis Philippe is a purveyor of fine clothing for the discerning gentleman. Louis Philippe was introduced in India in the year 1989 and almost three decades later, the brand logo the ‘Crest’ is prized even more for its craftsmanship and attention to detail. This film defines the ethos of the true craftsmanship and skill that brand resonates. Our new ‘Permapress’ collection promises comfort and perfection coupled with functionality and style.”

The Permapress collection is a celebration of all that Louis Philippe stands for: design, craftsmanship, innovation, functionality and performance. With clean and refined aesthetics, the range of clothing comes with functionalities that would leave a lasting impression. Made from 100% premium cotton, the wrinkle-free Permapress collection is crafted to be extremely lightweight. The collection has excellent water and oil repellent properties and is engineered for all-day comfort.

The campaign has been conceptualised and executed by creative agency Wunderman Thompson India.

Senthil Kumar

Senthil Kumar, Writer and Chief Creative Officer, Wunderman Thompson, said, “The film has brought to life the functionality of the world’s finest wrinkle-free collection, Permapress, in the latest edition. While writing this film within the luxurious codes of the legendary Louis Philippe brand, we had to build the character of the president and armed him literally with the ultimate functionality of the Permapress Collection. Wrinkle-free, stain-resistant and spill-proof. We started the voyage with ‘A Day in the life of the president and landed on the proposition: No matter what the day throws at you, Stay Uncrushed. During the mission, his character and his Louis Philippe attire remain uncrushed in spite of a day filled with crushing, squeezing, stretching, crawling, climbing, carving his way back to where he belongs, as the head of the Uncrushable state. A story where both form and function work in tandem to elevate the character of the clothes and the narrative of the true leader, rising above the occasion, and all in a day’s work. We believe we have created a character that will elevate the brands’ narrative of ‘The Upper Crest’ going forward beyond advertising, thus generating a wholesome content that our consumers will be eager to consume and co-create.”

The Autumn Winter 2019 collection of Permapress features clean and minimal aesthetic in slimmer silhouettes and classic colours that elevate the fashion ability of the line in a timeless space. The key pieces from the collection features shirts constructed with high-quality 2 ply cotton fabrics with patented finishing that make them highly performance driven, yet breathable. For suits and blazers, premium poly/wool fabrics with stretch add flair and functionality along with a natural comfort for all weather. Exclusive features, include utility pockets, not only enhance the craftsmanship but add to the dynamic lifestyle of a sophisticated contemporary man ready to take on the world.

The TVC:


Client: Louis Philippe

COO, Louis Philippe: Farida Kaliyadan

Agency: Wunderman Thompson India

Writer and Chief Creative Officer, Wunderman Thompson: Senthil Kumar

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