"Branding is a lot of things, but one thing it's not is soft. When you brand, rebrand or brand-diggity, ask yourself one thing to do it right: how will my brand create buyers? If you're in business, that's the goal. Buyers. Branding done well creates both long term loyalty and timely purchases." ― Richie Norton

Thesynergyonline Fashion Bureau

BANGALORE , DECEMBER 04 : Allen Solly, India's semi-formal brand from Aditya Birla Fashion and Retail, launched its latest campaign 'Open Work Culture' – recognizing the importance of an employee-friendly work environment. In line with the brand philosophy of embracing #OpenWorkCulture through its 'Cool Work Wear', the campaign highlights the cool quotient of a new-age working ambience. The elements in the ambience include environment-friendly commutes, pet-friendly workplaces, and taking time off work along with working in a comfortable work environment and workspaces.

The guest-centricity "Be MORE guest-centric than customer-centric. People treat their guests better than customers. Think relational over Revenue" ― Janna Cachola

Branding "Branding is a lot of things, but one thing it's not is soft. When you brand, rebrand or brand-diggity, ask yourself one thing to do it right: how will my brand create buyers? If you're in business, that's the goal. Buyers. Branding done well creates both long term loyalty and timely purchases." ― Richie Norton

Workplace (harmony)Leaders can change the tenor of the workplace and create harmony in motion toward a favorable result. So every time you say to your team, "Let's rock and roll," make sure you have already set up the stage to where they can actually perform like rock stars." ― Thomas Huynh, The Art of War—Spirituality for Conflict: Annotated & Explained

"Ask one question: Would a Millennial (anyone born between 1980 and 2000) look forward to working here? Try this exercise. Take a group of people into a large, open room with tackable wall surfaces or whiteboards. Give them large sheets of paper, sticky notes, markers, and tape. Ask them to create a concept for a work environment (don't say "office") using the following words: high-energy, collaborative, healthy, productive, engaging, innovative, interactive, high-tech, and regenerating." ― Rex Miller Sr. The concept

The observation"Observe the behavior of your environment carefully for clues as to what is acceptable and rewarded." ― Bonnie Marcus, The Politics of Promotion: How High-Achieving Women Get Ahead and Stay Ahead

Style is he answer to everything "Style is the answer to everything. A fresh way to approach a dull or dangerous thing To do a dull thing with style is preferable to doing a dangerous thing without it To do a dangerous thing with style is what I call art Bullfighting can be an art Boxing can be an art Loving can be an art Opening a can of sardines can be an art Not many have style Not many can keep style I have seen dogs with more style than men, although not many dogs have style. Cats have it with abundance. When Hemingway put his brains to the wall with a shotgun, that was style. Or sometimes people give you style Joan of Arc had style John the Baptist Jesus Socrates Caesar García Lorca. I have met men in jail with style. I have met more men in jail with style than men out of jail. Style is the difference, a way of doing, a way of being done. Six herons standing quietly in a pool of water, or you, naked, walking out of the bathroom without seeing me." ― Charles Bukowski

"True friends are like diamonds – bright, beautiful, valuable, and always in style." ― Nicole Richie

'Open Work Culture'

To popularize the concept of 'Open Work Culture', Allen Solly decided to interact with the consumers at their most favorite entertainment spot – PVR cinemas located at Phoenix Market City, Bengaluru. Moviegoers were engaged in a unique fashion on a weekend. The people who had come to watch a movie on a Saturday were unaware about the pleasant surprise in store for them.

The consumer"If beauty is in the eyes of the beholder, value is in the mind of the consumer." ― Michele Jennae

Discount culture"...mass market consumption offers the facade of social equality without forcing society to go through the hard work of redistributing wealth. Low prices lead consumers to think they can get what they want without necessarily giving them what they want - or need. The ancient Roman phrase for this is panem et circenses, bread and circuses, the art of plying citizens with pleasures to distract them from pain." ― Ellen Ruppel Shell, Cheap: The High Cost of Discount Culture

Change"Why change? Everyone has his own style. When you have found it, you should stick to it." ― Audrey Hepburn


During the interval, the 'cool Allen Solly' guy cycled to the theatre with the music from the TVC setting the momentum. He then performed stunts on the cycle inside the theatre, which surprised and amused the audience. As the crowd cheered on, the emcee took over and asked the audience if they cycled to work – keeping the philosophy of the campaign in sync. Several hands shot up and they were awarded special vouchers instantly. Also, there was a special surprise for the audience under their seats.

The experiential engagement with the audiences have created a closer connect with the brand and the 'Open Work Culture' philosophy. Moreover, the viewers relived the cinematic version of the campaign.

Judgemental"There is nothing either good or bad, but thinking makes it so." ― William Shakespear, Hamlet

The campaign that was launched in May this year with a cool TVC talking about pet friendly workplaces has continued with a new film celebrating the concept of cool commutes to work. The video features a young man cycling to his work place clad in an Allen Solly attire. The lime palette t-shirt worn over smart chinos and paired with a blazer from Allen Solly's 'New Age Work Wear' collection seemed to be clothing him in self–confidence. The TVC depicts a futuristic office which has a cycle parking space next to the desk — perks of an open work culture.

Anil.S.Kumar, COO, Allen SollyCommenting on this campaign, Mr. Anil.S.Kumar, COO, Allen Solly said "Allen Solly's 'Open Work Culture' is a fashionable and functional take on the new-age work environment and needs. It is important for us, as a brand, to connect with the new-age audiences through a memorable and charming experience. This activation is another experiment in that direction wherein we celebrate the 'Open Work culture' with cinematic flair."

Expertise"In the business people with expertise, experience and evidence will make more profitable decisions than people with instinct, intuition and imagination." ― Amit Kalantri, Wealth of Words(emblem)"Every state's emblematic propaganda is worshiped by the consumer-citizen as a super-logo, a brand Juggernaut." ― Bryant McGill, Voice of Reason

While clothes may not make the woman, they certainly have a strong effect on her self-confidence, which, I believe, does make the woman." ― Mary Kay Ash

Innovation "Innovation! One cannot be forever innovating. I want to create classics" ― Coco Chanel

The campaign

Varun Katyal, Senior CD, Ogilvy who led the campaign said, "In the past, Allen Solly has redefined work wear. Carrying forward the same thought process, we embarked on a concept to amplify the workplace of the future. #OpenWorkCulture was conceived as an extension to this thought process. To accentuate the experience, we decided to wow our audiences by making them experience an ad film rather than just watch it on the big screen. "

Allen Solly is a brand inspiring the birth of an entirely new consumer class. Launched in India in 1993, its edgy positioning, smart communication and great fashion created the 'smart casuals' category in India. A quintessential British Brand, Allen Solly was launched in India by Madura Fashion & Lifestyle A Division of Aditya Birla Fashion & Retail Limited. Allen Solly is among the top most brands in India and it scored the highest amidst all brands in its segment by the Economic Times Brand Equity survey.

"Elegance is refusal." "Every generation laughs at the old fashions, but follows religiously the new." ― Henry David Thoreau, Walden

"It is ever so much easier to be good if your clothes are fashionable." ― L. M. Montgomery, Anne of Green Gables "I am a fashion person, and fashion is not only about clothes -- it's about all kinds of change" ― Karl Lagerfeld

AdornmentAdornment, what a science! Beauty, what a weapon! Modesty, what elegance!" ― Coco Chanel

Oh, never mind the fashion. When one has a style of one's own, it is always twenty times better." ― Margaret Oliphant

Style"Create your own style… let it be unique for yourself and yet identifiable for others." ― Anna Wintour/p>

"Reinvent new combinations of what you already own. Improvise. Become more creative. Not because you have to, but because you want to. Evolution is the secret for the next step." ― Karl Lagerfeld

Fashion show "It's not a concert you are seeing, it's a fashion show." ― Freddie Mercury Fashion "Are you in fashion? You look like you're in fashion." "No," [Magnus] said. "I am fashion." ― Cassandra Clare, The Fall of the Hotel Dumort

Western wear

Allen Solly is a pioneer for western wear for women in India and redefines work wear in India with its 'Friday Dressing' fashion concept. It is the fastest growing brand in the industry and is the only brand with extensive men, women and kids presence across the country. Allen Solly is the exclusive licensee in India to produce, market and distribute apparel with Wimbledon branding.

Elegance "Elegance is a glowing inner peace. Grace is an ability to give as well as to receive and be thankful. Mystery is a hidden laugh always ready to surface! Glamour only radiates if there is a sublime courage & bravery within: glamour is like the moon; it only shines because the sun is there." ― C. JoyBell C.

Discovery ("Fashions fade, style is eternal.") After us they'll fly in hot air balloons, coat styles will change, perhaps they'll discover a sixth sense and cultivate it, but life will remain the same, a hard life full of secrets, but happy. And a thousand years from now man will still be sighing, "Oh! Life is so hard!" and will still, like now, be afraid of death and not want to die." ― Anton Chekhov, Three Sisters: A Translation Of The Play By Anton Chekhov