Bengaluru: Allen Solly, a smart casualwear brand from the house of Aditya Birla Fashion and Retail Ltd. (ABFRL), has launched its latest campaign titled ‘Legs Now Turn Heads’, marking a bold move to spotlight men’s bottomwear this summer season.
Unveiled during Tata IPL 2025 on Jiostar, the campaign taps into Gen Z’s love for movement, music, and bold fashion choices — showcasing the brand’s latest collection of cargoes, parachute pants, and carpenter trousers. Fusing fashion with salsa and hip-hop choreography, the film introduces bottomwear as not just functional apparel, but a means of dynamic self-expression.
The campaign aims to redefine the perception of men’s bottomwear, bringing it to the forefront of contemporary style. Featuring vibrant styling and high-energy dance sequences, the campaign film reflects a new generation of fashion-forward consumers who embrace global trends with confidence.
Richa Pai, Chief Business Officer, Allen Solly, shared, “Allen Solly has always been a pioneer in bringing fresh and exciting fashion to young India. 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.”
Timed to coincide with the country’s biggest cricketing spectacle, the campaign is being prominently featured during IPL broadcasts and across platforms like Instagram, YouTube, and Spotify. As an Associate Sponsor for Tata IPL 2025 on Jiostar, Allen Solly is using the campaign to connect with its target audience at scale.
Conceptualized by Ogilvy South, the campaign film brings an editorial lens to fashion storytelling — with kinetic direction, a rich visual palette, and choreography that embodies the brand’s youthful spirit.
Tithi Ghosh, President, Ogilvy South, said, “With ‘Legs Now Turn Heads,’ we wanted to reimagine what fashion could look like when powered by cultural forces like music and dance. This film is a celebration of movement and style — visually rich, high on energy, and built to resonate with the modern-day youth.”
The new collection, which includes utility-driven silhouettes with a contemporary twist, is now available at Allen Solly stores, partner retail outlets, and online at allensolly.abfrl.in, with prices starting at ₹1999.
