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Tag: Anil S Kumar

  • Peter England raps up Onam with Imbachi’s festive hip hop anthem

    Peter England raps up Onam with Imbachi’s festive hip hop anthem

    MUMBAI: Move over mundu monotony, this Onam has a hip hop twist. Peter England, the brand that’s long stitched confidence into Indian wardrobes, is remixing tradition with Gen Z swagger through a fresh campaign featuring Kerala’s own rapper, The Imbachi.

    At the heart of the drop is an anthem that feels more like a vibe than an ad, a mashup where the pulse of the Chendamelam meets the bounce of hip hop, turning Onam’s rhythms into something modern, vibrant, and impossible to scroll past.

    “This isn’t about scripted ads anymore; it’s about co-creating with the voices youth resonate with,” said Peter England chief business officer Anil S Kumar. He revealed that Imbachi not only performed but also wrote and composed the track, while the brand’s garments played backup as visual cues for festive style.

    For Imbachi, the collab was personal: “Onam is more than a festival, it’s a wave of memories. Waiting for new outfits was always the highlight, and fashion is still central to how we celebrate. This anthem captures that energy festive, stylish, and totally in tune with Kerala’s youth. Ee Onam, Scene Onam!”

    The track part celebration, part style statement marks Peter England’s first big step into Gen Z culture. By weaving in the authenticity of homegrown talent with fashion that goes beyond just festive rules, the campaign positions Onam as an occasion to own the moment rather than follow tradition blindly.

    “Less brand message, more cultural expression” was how Ogilvy Bangalore CCO Puneet Kapoor described the creative approach. With its beats, style, and swagger, the film doesn’t just sell clothes, it sets the stage for a new wave of brand–youth collaborations.

    And while the anthem plays loud, the message is even louder: when culture meets cool, tradition doesn’t just survive, it thrives, remixed and reimagined for a new generation.

  • Dice Media kicks off ‘Arranged Patch Up’ season two

    Dice Media kicks off ‘Arranged Patch Up’ season two

    Mumbai — Dice Media announced the return of ‘Arranged Patch Up’ with season two, presented by Ikea India in association with Peter England. The web series, which explores the lives of modern Indian couples navigating the ups and downs of arranged relationships, released its first episode on 26 October 2024. Featuring Ankush Bahuguna, (India’s first male beauty creator to attend the Cannes Film Festival), and ‘Munjiya’ fame Bhagyashree Limaye in lead roles, this new season promises to captivate audiences with a delightful mix of humour, romance, and emotional depth.

    Season two picks up with Aditya (Ankush Bahuguna) and Prajakta (Bhagyashree Limaye) freshly engaged and in the midst of planning their wedding. While Aditya envisions a grand celebration, Prajakta prefers an intimate gathering, setting the stage for contrasting perspectives.

    With Ikea India as the presenting sponsor and Peter England as an associate sponsor, the show beautifully blends modern-day relationship struggles with the charm of everyday life. Its engaging characters and compelling plot offer a fresh, relatable take on contemporary romance that will resonate with viewers.

    Pocket Aces D2C business head, Viswhanath Shetty commented on working on Arranged Patch Up, “Season 2 of Arranged Patch Up is a perfect example of our Flywheel strategy in action. We started by testing the concept in short-form content, followed by a mini-series on FilterCopy, and now we’re bringing the full series to life on Dice Media. This evolution highlights our ability to take relatable, audience-driven ideas and scale them into comprehensive narratives that resonate across platforms. We’re thrilled to kick off our partnership with the iconic global brand IKEA India, which aligns beautifully with the show’s themes of modern relationships and everyday living. We’re also excited to deepen our long-standing relationship with Peter England, with whom we’ve previously collaborated on engaging formats, including music videos and sketches on FilterCopy. Together, these partnerships enable us to create authentic, impactful stories that both entertain and resonate with viewers.”

    Ikea India country integrated manager Jayendra Gupta commented on working with Pocket Aces, “We are thrilled to be part of this series that resonates with modern couples and their journey toward creating a home and life together. At IKEA, we are passionate about life at home, with a vision to enhance everyday life for many people. This collaboration beautifully embodies our dedication to supporting those meaningful, everyday moments—bringing warmth, togetherness, and joyful memories into the heart of the home. We hope to inspire young couples to design spaces that celebrate their unique journeys, making their homes a true reflection of who they are.”

    Peter England brand COO Anil S Kumar said, “We are excited to be part of Arranged Patch Up Season 2, a series that beautifully captures the essence of modern relationships. At Peter England, we celebrate individuality and the personal journeys of our customers, and this collaboration allows us to align with a story that mirrors those values.”

    The first episode of season two premiered on 26 October across Dice Media’s YouTube channel and social media platforms, ensuring that audiences can dive into the latest chapter of this delightful series.

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  • Allen Solly defines ‘Future of Bottomwear’ with latest campaign

    Allen Solly defines ‘Future of Bottomwear’ with latest campaign

    MUMBAI: Allen Solly, India’s pioneer brand in semi‐formal dressing from Aditya Birla Fashion and Retail Ltd 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, conceptualised by Ogilvy, 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.

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    Commenting on the launch, Allen Solly COO Anil S Kumar said, “Allen Solly has always been in the forefront of redefining fashion at work through its unconventional workwear offering. This film is another step in that direction wherein we bring alive our brand logo 'The Stag’ and through it we redefine the trouser category for today's workplace. Allen Solly is known to have defined the category of chinos and now we are set to re-define the category again."

    Allen Solly creative director Jayanth Gurumurthy further added, “Allen Solly is known for our fashionable and functional take on the new age workwear needs. The collection incorporates blends, which provide comfort and mobility. With innovative detailing and modern construction, this collection aims to redefine the trouser category.”

    Ogilvy & Mather, Bangalore chief creative officer Mahesh Gharat said, “Allen Solly has been redefining work wear for a long while now. And this year, it was no different. Carrying forward the same thought process, we cracked an idea that would emphasise the trousers rather than the shirt. We didn’t face much of a challenge in making the film clutter breaking or memorable as Stag took on the role of the celebrity. We found a way to tell the story with the Stag playing an integral role in shifting the attention of the audience from the shirt to the trouser. Quick edits and a peppy track made the TVC even more sticky and popular. And this was just the beginning of the campaign.”

  • Allen Solly launches ‘Open Work Culture’ campaign

    Allen Solly launches ‘Open Work Culture’ campaign

    MUMBAI: Allen Solly launched its latest campaign by the name of ‘Open Work Culture’, recognising the importance of an employee friendly work environment in line with the brand philosophy of ‘Cool Work Wear’.

    Conceptualised by Ogilvy, the campaign highlights new age working principles like using environmental friendly commutes, bringing pets to workplace, taking time off work, comfortable work spaces that encourage employees to pursue hobbies. The campaign launched with a TVC talking about pet friendly workplaces and followed it with the celebration of cool commutes to work.

    Speaking about the campaign, Ogilvy senior CD Varun Katyal mentioned, “In the past, Allen Solly has redefined work wear. Carrying forward the same thought process, we cracked an idea that'll resonate with the workplace of the future and that's how #OpenWorkCulture was conceived. Now to launch this in cinema, we wowed our audience by making them experience an ad film rather than just watch it on the big screen. And that's what made it sticky and unforgettable."

    Allen Solly COO Anil S Kumar said, “Allen Solly’s Open work culture is a fashionable and functional take on the new age work environment and needs. With the new age audience, it is important to connect with them and create a memorable and charming experience. This activation is another experiment in that direction wherein we celebrate the 'open work culture' with a Cinematic flair.”

    Allen Solly also did an interesting site campaign at Phoenix Market City, Bangalore, promoting cool commutes to work. A guy came cycling into the theatre, just when the interval lights went on, and left the audience surprised. Once the stunt was over, the emcee took over and asked the audience if they cycled to work – keeping the philosophy of the campaign in sync. The viewers were also given free vouchers.