Aditya Birla Fashion launches new campaign ‘Future of Bottomwear’
29th Mar 2019

Aditya Birla Fashion and Retail’s semi-formal dressing brand -- Allen Solly has unveiled the latest innovative range of fashion forward trousers through its campaign ‘Future of Bottomwear’. While Indian men spent heavily on shirts, trousers weren't given due importance by them even though it was a major part of their attire. Allen Solly wanted to change this trend by shifting the focus from shirts to trousers.

To communicate its shift in perspective and its new offerings, Allen Solly launched a new campaign which will reach its target audience with a unique mix of traditional and new age advertising platforms such as TV, HOTSTAR, cinema halls and social media.

Aditya Birla Fashion and Retail is engaged in providing branded fashion apparels and accessories, and the retail sale of clothing, footwear and leather articles in stores. It operates through two segments: Madura Fashion & Lifestyle, and Pantaloons. The company's brands include Louis Philippe, Van Heusen, Allen Solly and Peter England.