The casual wear brand from Aditya Birla Fashion and Retail, Allen Solly, has launched ‘Virtual Class Collection’, a clothing range for children. The campaign for the collection aims at ‘bloopers’ children experienced during the virtual classes while providing a glimpse of the new range of quirky T-shirts as well. The ‘T-shirt song’ for children is the key element of this campaign. The digital campaign focuses on promoting its new collection for school children.
The digital campaign was developed by Ogilvy & Mather which celebrates the joy of childhood and demonstrates instances related to attending school virtually. It depicts the fun part of attending a meeting and virtual classes with their classmates. The campaign is featuring children dressed in Allen Solly Junior clothing. This is one of the best initiatives that a well-established brand could ever take amid the COVID-19 pandemic.
Speaking about the campaign, Anil Kumar, chief operating officer, Allen Solly told that the pandemic has taken up a major chunk of occasions from the children wherein they used to dress up. The new collection for kids is just to celebrate the new way of learning, he added. The collection is not just comfortable but quirky and fun just like the multiple bloopers which are happening when the little ones at our home are attending virtual classes. He also told that the brand believes that it will make the children sing along and create excitement among children.
Commenting on the campaign, Mahesh Gharat, chief creative officer, Ogilvy South told that, “kids have so much access to technology these days and with the ‘new normal’ way of life, virtual learning has become the norm too.” He also told that they all are experiencing this ‘new way of learning’ at our homes and every day is a new episode! The film shows such relatable situations of kids adapting to their online classes but never losing out on the fun and banter. It’s warm and innocent and makes you want to go back to your school days, he added.
The digital campaign will be released across all digital channels and be reinforced through a promotion in the coming months.
