The piece of embroidery in the garment is a kind of signature for the garment workers and the passion that they have towards manufacturing each garment under the brand. The campaign shows Asha, who is a garment worker at Allen Solly factory and it is she who reveals how each unique piece of garment is embroidered.

The campaign will run across digital channels like Facebook, Instagram, and YouTube and will be backed by diverse promotion strategies in the coming months.

Anil S Kumar, chief operating officer, Allen Solly, said, “For us, this unique handmade collection means more than just creating a product, it is an expression of our ability to support our community, given the external situation and at the same time create a handcrafted range for our consumers with the same love and care.”

Mahesh Gharat, chief creative officer, Ogilvy South, said, “There is great joy in knowing that the garment you wear has someone’s labor of love ingrained on it. The Handmade Collection film was an opportunity to tell that tale of relentless energy and true passion. It’s a simple but strong tale of how creativity led Asha and her colleagues to handle a difficult situation and keep hope alive.”

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Now, talking about these two aspects, Allen Solly has released an ad on face masks. One where the wearing of masks is shown as a part of the ‘every day getting ready for work ritual’. Where we see a father instructing her daughter the right way to wear a mask before she heads out to play. And at the end of the ad, we see the range of masks from Allen Solly that compares wearing masks to wearing a smile – it’s easy.

A striking part of the ad is when a lady mistakes her colleague because he is wearing a mask and it’s been a while since they’ve met each other in person (there’s a limit to social interaction over Zoom calls after all).

Carlton D’Silva, co-founder, House of Awe, thought that the ad was quite the feel-good one and he also said, “I like the fact that it’s a refreshing take on the subject. It’s not the usual take as we are seeing in the many post COVID ads that have been released. I like the way the brand has also included their range of masks too…subtle but good…”

Anil. S. Kumar, COO, Allen Solly remarked, “Driven by the need of the hour, wearing face masks has become a new normal. They are now an unavoidable necessity for the greater good. Our campaign aims to add a fresh and positive perspective on the concept of masks by connecting it to a human characteristic – Smile. With easing lockdowns, people have started venturing out, and wearing a mask is the new norm. It becomes highly critical in such times to device messages carefully and creatively.

Through our campaign, we are not just highlighting people’s duties & obligations but also empowering their trust in accepting masks as a way to express oneself just the way we do with our smiles. We strongly believe the campaign will add positivity and reinforce the importance of wearing masks to not only keep ourselves safe but put others around us at ease as well.”

Mahesh Gharat, CCO, Ogilvy South, the agency behind the ad said, “Masks are the essentials for the new world. But we don’t want people to feel they are a burden. Designed right, they can be cool, quirky, and very endearing. Our easy-breezy film encourages people to wear a mask with a smile.”

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