Home Business Marketing and Advertising Allen Solly Redefines Men's Fa...

Allen Solly Redefines Men's Fashion with Bold Campaign

Marketing and Advertising

Business Honor
18 April, 2025

Allen Solly's new campaign redefines men’s fashion by blending style, dance, and cultural storytelling.

In a powerful fusion of fashion and performance, Allen Solly, the trendy casualwear brand of Aditya Birla Fashion and Retail Ltd. (ABFRL), has introduced its new advertising campaign: 'Legs now turn heads'. The campaign is intended to redefine men's bottomwear, positioning modern styles such as cargoes, parachute pants, and carpenter trousers at the vanguard of fashion.

Developed and directed by Ogilvy South, the campaign film embodies the energetic vitality of salsa and hip-hop through the use of rhythmic choreography, youthful casting, and energetic styling in order to speak to India's fashion-conscious population. It takes gutsy marketing to make bottomwear a fashion statement in its own right — and not merely an accompaniment.

Richa Pai, Chief Business Officer, Allen Solly, said, "With 'legs now turn heads,' we are setting the tone for how modern men can play around with their fashion while adopting global trends. This campaign beautifully bridges pop culture and fa shion, and casual bottomwear is an unmissable trend this season."

Jayanth Gurumurthy, Allen Solly's Creative Director, spoke of the expressiveness of contemporary fashion, saying cargoes and carpenter pants enable men to make fashion statements easily.

Tithi Ghosh, Ogilvy South President, unveiled the creative direction of the campaign, describing, "We sought to reinvent what fashion could be fueled by cultural catalysts such as music and dance. This movie is a joyous ode to movement and style — richly visual, charged with energy, and designed to speak to the youth of today."

With this campaign, Allen Solly uses story, visuality, and referentiality in culture to get consumers emotionally connected — a strategic marketing move in the modern era. The campaign heralds growing fusion between fashion and experiential advertising where the content not only visually arrests but also resonates culturally and is shareable.