MAM
Allen Solly encourages women to ‘#Own Your Shape’ with the perfect dress
MUMBAI: Allen Solly Women, India’s pioneer brand in casual work wear from Aditya Birla Fashion and Retail Ltd. unveils its fresh range of dresses for young women in different sizes with a brand new campaign ‘Own Your Shape’. The campaign encapsulates one of the biggest issues women face when selecting dresses that they want to wear – getting dresses that fits them just right. With this launch, the brand, which has over 200+ point of sale, expands into the size-inclusive fashion market by upholding body positivity, to further deepen its connection with modern women of many silhouettes.
Speaking on the occasion, Mr. Anil.S.Kumar, COO, Allen Solly said “This film is our take on Allen Solly’s dresses which embrace the different body shapes of Indian Woman. When we spoke to consumers there was need to move beyond the one-size-fits-all standard. We were not just expected to create fashionable dresses but also the ones that fits just right. The woman of today tells us “Fashion is not about perfection…Just give us good dresses which complements my shape…” This is our way of encouraging woman to go out and own their shape.”
As part of the campaign, Ogilvy has conceptualised a new film that uses the measuring tape as a metaphor to showcase various fit issues women face with respect to dresses. The film features three women, of three different body shapes, grappling with the measuring tape symbolising their respective fitting concerns. Speaking to today’s confident and trendy ladies, the TVC is a playful take on real women, struggling to find the right dress size in a world obsessed with everything ultra-perfect.
Mahesh Gharat, Chief Creative Officer, Ogilvy & Mather, South said “Allen Solly has always redefined men’s and women’s workwear through its past campaigns. This time around, we had something really exciting on our hands with the latest dress collection from the brand. What really got us going is the fact that women won’t have to worry to let go of that great dress they loved. Because Allen Solly is making it all about their body shapes and not just standard sizes. And that is where the whole thought of #OwnYourShape germinated.”
The peppy video brings to life chic dresses from Allen Solly Women’s new collection, in fitted and flaired silhouettes, that are just perfect. Each piece translates well for anyone’s personal style.
Jayanth Gurumurthy, Creative Director, Allen Solly further added, “The women of today are not about fitting in but owning who they are. Our dresses start from the idea that Indian body shapes are unique and hence the need to create silhouettes that complements them. When we talk about dresses we usually talk about fashion, colour and styling but here we wanted to focus on fit. This collection is not just about work wear but extends across casual and evening wear”
Brands
Hocco crosses Rs 530cr revenue in two years
Sauce.vc-led Rs 100cr raise values ice cream brand at Rs 2,500cr pre-money as quick commerce hits 20 per cent of sales.
MUMBAI: Hocco has just scooped a seriously sweet milestone crossing the Rs 530 crore revenue mark in just two full years of operations. The fast-growing Indian ice cream and indulgence brand announced it has raised Rs 100 crore in fresh capital led by Sauce.vc. The round values the company at Rs 2,500 crore pre-money and underscores investor confidence in its rapid scale and distinctive India-first approach.
Founder Ankit Chona said the brand’s success stems from solving real Indian challenges extreme summer heat, fragmented cold chains and culturally rooted tastes. “In India, product development doesn’t end in the lab. It only ends when it survives the street,” he noted. This philosophy has produced viral hits such as Aamchi mango ice cream, BIX cake-sponge sandwiches, the Oh cone and culturally relevant collaborations like Haldiram’s Barfi and festive Modak specials.
Hocco currently operates manufacturing facilities in Ahmedabad and Panipat with a production capacity of approximately 3 lakh litres per day, running near full capacity in peak season. The fresh capital will help expand this to around 4.5 lakh litres per day.
Quick commerce has emerged as a major growth engine, now contributing ~20 per cent of overall business and growing nearly 2x year-on-year. The channel has boosted product discovery, increased consumption frequency and helped extend ice cream beyond its traditional seasonal limits.
Sauce.vc founder Manu Chandra said, “At Sauce, we believe that when you chance upon an outlier business, you double down with stronger conviction. We see Hocco as just that.”
With a strong innovation pipeline, deeper distribution and continued focus on cultural relevance, Hocco is entering its third year aiming to capture even more mind space and market share. In a category long dominated by legacy players, this young brand is proving that the coolest way to win is to build for India’s realities, one scoop, one street and one satisfied craving at a time.
