Between 2013 and 2016 at Ogilvy, I worked across the full Allen Solly portfolio - jeans, sportswear, kidswear, and the brand's digital ecosystem. Each of the following briefs came from a different part of the business, but the thread running through all of them was a brand built on the idea of dressing on your own terms, and the creative challenge of making that idea feel fresh across categories and audiences.
Allen Solly Jeans AW14.
The brief was to launch a denim line that moved beyond the rugged, utilitarian associations most Indian consumers had with jeans. The positioning we built — jeans as the LBD of a man's wardrobe, versatile and sophisticated rather than workwear-adjacent — started as a lookbook and blog, and was scaled into a full campaign. The Made Different platform earned ₹200 crore ($24M) in sales over three years, with +7% incremental revenue in Year 1.
The brief was to launch a denim line that moved beyond the rugged, utilitarian associations most Indian consumers had with jeans. The positioning we built — jeans as the LBD of a man's wardrobe, versatile and sophisticated rather than workwear-adjacent — started as a lookbook and blog, and was scaled into a full campaign. The Made Different platform earned ₹200 crore ($24M) in sales over three years, with +7% incremental revenue in Year 1.
Solly Sport Wimbledon SS15.
Allen Solly had just become the exclusive off-court sponsor of Wimbledon, and Solly Sport was its lifestyle-focused sportswear sub-brand making its debut. I pitched and art-directed the launch shoot and campaign, building a visual world around the Solly Sports Club, British, preppy, and distinctly un-corporate. The campaign ran across print, outdoor, digital, and in-store for the Spring Summer 2015 season.
Allen Solly had just become the exclusive off-court sponsor of Wimbledon, and Solly Sport was its lifestyle-focused sportswear sub-brand making its debut. I pitched and art-directed the launch shoot and campaign, building a visual world around the Solly Sports Club, British, preppy, and distinctly un-corporate. The campaign ran across print, outdoor, digital, and in-store for the Spring Summer 2015 season.
Allen Solly Junior SS16.
Introduced the Junior Explorers' Club- a brand property designed to make the kids' category as interesting as the adult one. The brief was to give Allen Solly Junior a reason to exist beyond seasonal apparel. The Explorers' Club gave kids a reason to walk into stores and parents a reason to come back: exclusive seasonal activities (horse riding, pottery, photography) tied to the brand's "Get Set. Explore." positioning.
Introduced the Junior Explorers' Club- a brand property designed to make the kids' category as interesting as the adult one. The brief was to give Allen Solly Junior a reason to exist beyond seasonal apparel. The Explorers' Club gave kids a reason to walk into stores and parents a reason to come back: exclusive seasonal activities (horse riding, pottery, photography) tied to the brand's "Get Set. Explore." positioning.
