DDB Mudra Bangalore brightens up the office with new line of Peter England young formals

Peter England is the most trusted and largest apparel brand in the ready-to-wear segment in India. Over the last 17 years the brand has enjoyed a great level of success in the mid-priced segment.

The formal wear category has seen a lot of evolution in the last 5-6 years. This evolution is led by the young workforce – the demographic called ‘early jobbers’. Peter England wanted to remain appealing to this TG by a better understanding of the way they interpret office-wear.

The challenge for DDB Mudra Bangalore was to take their interpretation and give it a slight edge, while still conforming to macro office-wear codes. The line had to take a step forward in letting consumers express themselves. This was the genesis of the Young Formals line. It was launched in the Autumn Winter 2013 season, and with the Spring Summer ’14 campaign the effort has been to continue tackling the challenge that was posed in the previous season. This season’s campaign continues to talk to today’s youth and make the brand more relevant to this bunch.

The campaign is a continuation of the last season’s campaign which was mounted on the insight that today’s youth thinks formal wear stands for boring office clothing. Given this context DDB Mudra wanted to tell them that office wear can be exciting and expressive. Therefore, the campaign came up with an idea – ‘Brighten up’ the office and yourself with the new line of Young Formals from Peter England. The Spring Summer ’14 line offers solid and bright colored shirts, trousers and suits bringing alive the thought of Brighten Up strongly.

In the campaign the young Peter England guy is shown in bright colored, bold, off-the-trodden-path ensembles. He almost has the Midas touch. He brings about a dash of color to an otherwise cold, sterile and corporate office and literally ‘brightens up’ the office.

Credits – Chairman and Chief Creative Officer: Sonal Dabral. President: Ranji Cherian. Creative Head: Vipul Thakkar. Executive Vice President: Sujay Ghosh. Vice President, Strategic Planning: Rajesh Sharma. Senior Creative Director: Ajesh N. Art Directors: Ajesh N, Jestin Mathew. Copywriter: Jitendra Lulla. Group Director Brand Communications: Tanaya Pandey. Brand Executives: Ajai Kumar Gn, Rimjhim. Photographer – Tarun Khiwal.