MUMBAI: Allen Solly launched its latest campaign by the name of ‘Open Work Culture’, recognising the importance of an employee friendly work environment in line with the brand philosophy of ‘Cool Work Wear’.

Conceptualised by Ogilvy, the campaign highlights new age working principles like using environmental friendly commutes, bringing pets to workplace, taking time off work, comfortable work spaces that encourage employees to pursue hobbies. The campaign launched with a TVC talking about pet friendly workplaces and followed it with the celebration of cool commutes to work.

Speaking about the campaign, Ogilvy senior CD Varun Katyal mentioned, “In the past, Allen Solly has redefined work wear. Carrying forward the same thought process, we cracked an idea that'll resonate with the workplace of the future and that's how #OpenWorkCulture was conceived. Now to launch this in cinema, we wowed our audience by making them experience an ad film rather than just watch it on the big screen. And that's what made it sticky and unforgettable."

Allen Solly COO Anil S Kumar said, “Allen Solly’s Open work culture is a fashionable and functional take on the new age work environment and needs. With the new age audience, it is important to connect with them and create a memorable and charming experience. This activation is another experiment in that direction wherein we celebrate the 'open work culture' with a Cinematic flair.”

Allen Solly also did an interesting site campaign at Phoenix Market City, Bangalore, promoting cool commutes to work. A guy came cycling into the theatre, just when the interval lights went on, and left the audience surprised. Once the stunt was over, the emcee took over and asked the audience if they cycled to work – keeping the philosophy of the campaign in sync. The viewers were also given free vouchers.