Aditya Birla Fashion’s pioneer brand unveils ‘Tough Jeans for a Tough Day at Work’ campaign

19 Aug 2019 Evaluate

Aditya Birla Fashion and Retail’s pioneer brand in casual work wear -- Allen Solly has unveiled its first ever denim campaign ‘Tough Jeans for a Tough Day at Work’ featuring their denim range. Allen Solly is a lifestyle brand and denim is core to growth strategy and a key pillar in appealing to younger consumers.

The campaign will be promoted on platforms such as TV, digital, print, 1000 plus movie halls and social media platforms.

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.

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