Allen Solly launches new campaign for latest pants collection
Making a move to the men’s pant segment this summer season, casual wear brand from Aditya Birla Fashion and Retail (ABFRL), Allen Solly has rolled out its latest campaign, ‘Legs Now Turn Heads.’
Launched during Tata IPL 2025 on Jiostar, the campaign showcases the brand's newest collection of cargo pants, parachute pants, and carpenter trousers. It blends fashion with salsa and hip-hop choreography, presenting bottomwear not just as practical clothing but as a way to express oneself dynamically.
Launched with an aim to change people’s perception of pants, the campaign features vibrant styles and high-energy dance sequences, reflecting a new generation of fashion-forward consumers who confidently embrace global trends.
Richa Pai, Chief Business Officer, Allen Solly, says, a pioneer in introducing fresh fashion to young India, this campaign sets the tone for men’s experiments with their style while embracing global trends. Merging pop culture with fashion, the campaign makes casual pants an unmissable trend this season.
Jayanth Gurumurthy, Creative Director, Allen Solly, adds, the campaign captures that energy, showing how the right pair of pants can truly turn heads.
Timed to coincide with the country’s biggest cricket spectacle, the campaign is being prominently featured during IPL broadcasts and across platforms like Instagram, YouTube, and Spotify. As an Associate Sponsor for Tata IPL 2025 on Jiostar, Allen Solly is using the campaign to connect with its target audience on a large scale.
Conceptualized by Ogilvy South, the campaign film brings an editorial perspective to fashion storytelling, with dynamic direction, a rich visual palette, and choreography that embodies the brand’s youthful spirit.
Tithi Ghosh, President, Ogilvy South, says, the campaign re-imagines the blend of fashion with cultural forces like music and dance. A celebration of movement and style, it is visually rich, high on energy, and built to resonate with today's youth, he adds.
Including utility-driven styles with a contemporary twist, the collection is currently available at Allen Solly stores, partner retail outlets, and online at allensolly.abfrl.in, with prices starting at Rs 1,999.
