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Allen Solly’s new ad marries pop culture with fashion, ET BrandEquity
A still from an adAllen Solly, India’s smart casualwear from the house of Aditya Birla Fashion and Retail (ABFRL), has turned the spotlight on men’s bottomwear and has launched its new campaign: ‘Legs now turn heads.’
The campaign puts the spotlight on cargoes, parachute pants and carpenter trousers — reintroducing them as statement-making essentials for today’s style-conscious men.
The campaign film channels the infectious energy of salsa and hip-hop, with sharp choreography, young faces and vibrant styling — capturing a generation that dresses the way it lives freely and unapologetically.
Richa Pai, chief business officer, Allen Solly, said, “With ‘legs now turn heads,’ we are setting the tone for how modern men can experiment with their style while embracing global trends. This campaign beautifully marries pop culture with fashion, making casual bottomwear an unmissable trend this season.”
Jayanth Gurumurthy, creative director, Allen Solly, added, “Fashion today is dynamic and expressive, and men’s bottomwear is no exception. Cargoes, parachute pants, and carpenter pants allow men to make bold style statements with ease. This campaign captures that energy, showing how the right pair of pants can truly turn heads.”
Conceptualised and executed by Ogilvy South, the film delivers a fresh, editorial take on fashion-meets-dance. With a vibrant visual palette and high-tempo direction, it strikes a chord with India’s fashion-forward youth.
“With ‘legs now turn heads,’ we wanted to reimagine what fashion could look like when powered by cultural forces like music and dance,” said Tithi Ghosh, president, Ogilvy South. “This film is a celebration of movement and style — visually rich, high on energy, and built to resonate with the modern-day youth.”
Watch the video here:
- Published On Apr 17, 2025 at 05:40 PM IST
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