Peter England's formals get a casual twist

Peter England has unveiled a new ad campaign, created by

agency DDB Mudra, which focuses on the young generation that likes to wear formals with a casual look. Featuring Southern movie star Siddharth in colourful denims and smart formals, the new campaign tries to woo the about to pass out university student and those who have just joined a new job. The young formals, tries to treat the formals with a new angle.

As Kedar Apshankar, COO of Peter England, says, “Formals have always been considered to be boring/conformist by the younger generation. The challenge was to catch their imagination by portraying ‘formals’ in a new light. This campaign is a significant step in that direction. Denims has a very crowded brand landscape, with multitude brands positioned across various platforms. PE Jeans, in this context, is attempting to carve out its own niche by focusing its offering on meaningful consumer benefits and a communication which provides an inescapable focus on the merchandise and the much needed cut-through in the cluttered advertising space.”

The idea behind the new campaign was to highlight the denim category as well as mother brand Peter England. The agency used the company’s innovative season’s offerings Oxygeans (made by saving up to 80 litres of water on every pair); Neon Jeans (with dual colour, one outside and a different one in the folds) and Sculpted Jeans (jeans that take ones shape).

Print and OOH campaign for Young Formals and PE Jeans has been created and released across all major markets in India. In-store visual merchandise has also been created and executed around the same idea.