Mumbai, September 24, 2020.
With new norms in place pertaining to the pandemic, several new trends have been witnessed in past few months. From masks to antiviral, microbes resistant clothing, this year has brought revolutionary trends in the fashion industry. In the spirit of innovation needed for the current times, Allen Solly, India’s leading brand in premium casual wear from the house of Aditya Birla Fashion and Retail Ltd., has unveiled a novel range for kids titled Virtual Class Collection. The brand has also unveiled a new fun T-shirt song for kids. The campaign focuses on the fun bloopers we have witnessed during the virtual classes and provides a glimpse of the brand-new range of their quirky T-shirts. They feature fun quotes representing school life in the virtual mode which significantly highlights this range.
Developed by Ogilvy & Mather, the digital campaign rejoices childhood and demonstrates instances associated to attending school virtually. It depicts the fun part of attending virtual classes and meeting with their classmates. The campaign skillfully features boys and girls dressed in Allen Solly Juniors’ novel, fashionable and comfortable t-shirts, shorts, tops, and dresses.
Commenting on the launch, Mr. Anil Kumar, COO, Allen Solly said, “We are thrilled to launch the T-shirt song alongside our new virtual school collection for kids. The pandemic has taken up a major chunk of occasions from children wherein they used to dress up. Our new collection for kids is just to celebrate the new way of learning. The collection is not just comfortable but fun and quirky just like the multiple bloopers which are happening when the little ones at our home are attending virtual classes. We believe it will make you sing along and create excitement among children.”
Mahesh Gharat, CCO, Ogilvy South, “Kids have so much access to technology these days and with the ‘new normal’ way of life, virtual learning has become the norm too. We are all experiencing this ‘new way of learning’ at our homes and every day is a new episode! The film captures such relatable situations of kids adapting to their online classes, but never losing out on the fun and banter. It’s warm and innocent and makes you want to go back to your own school days.”
The campaign will be released across digital channels comprising of Facebook, Instagram, YouTube. It will also be reinforced through a varied promotion in the coming months.