BANGALORE: They dared you to be different - to embrace the unconventional - to make everyday a Friday and give in to Friday dressing. Stop wearing uniforms to work in the Indian boardrooms, they said. They'd also created a work wear brand for Indian women who dared to be different in the past.
 
 
Allen Solly has now launched their Spring Summer Collection at the Castle India Mens’ Fashion Fair (CIMFF) at Bangalore with a fashion show. ‘Solly at Work’ is the theme of the ad campaign created by O&M. The ads portray ‘The Alternate Work Zone’ where professionals have gone from having a boss to being entrepreneur.
 
 
Solly’s all-new advertising campaign ‘Solly at Work’ revolves around such aspiring professionals who inspire others to lead a path of ‘Unconventional Professionalism’. To prove a point, some ‘Friends of Solly’ walked the ramp at the fashion show-these included Spa owner Deep and Bangladesh’s ex-model and fashion designer Russel. Bollywood’s Rahul Dev was among the others who took part in Solly’s fashion show.
 
 
The ad budgets for this campaign are around Rs 100 million towards the print and the outdoor media. TV campaigns are also in the offing in a few months.