Dollar Industries Limited, one of the leading brands in the Indian hosiery sector, has undergone a complete makeover. The brand’s new identity is a result of a meticulous brand architecture exercise led by LinConsult, the strategic consulting division of MullenLowe Lintas Group. The brand’s new identity reflects its readiness to adapt to changing consumer trends and contemporary fashion demands. To promote the new face of the brand, a campaign conceived by Lowe Lintas Kolkata was released soon after.
Speaking about the new identity, Vinod Kumar Gupta, Managing Director, Dollar Industries Limited said “Our new vision focuses on ‘Wear The Change’ which is aligned with our business ethics to constantly innovate and keep up with the trends and changing consumer needs. The reinvigorated brand identity will provide a new dynamism to the business profile internally, to the end customers and stakeholders.”
The campaign film featuring Bollywood star Akshay Kumar is directed by the renowned ad-film maker, Shiven Surendranath. The film opens with Akshay Kumar reading what a typical fairytale is to his daughter. He ends the story with an unexpected twist to what usually is a ‘damsel in distress’ plot. The film attempts at revisiting the stereotypical gender roles once set in stone by the society. It takes a progressive view on the subject by reversing the gender role in the story, ultimately reflecting the brand’s philosophy of keeping pace with the changing times.
Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas said “These are fascinating times. We are perhaps living through every cliché about change we had ever heard. If ever there was a time to embrace change and new thinking, it is now. Dollar’s new point-of-view reflects this and urges us to begin from within, and wear the change we’d like to see in the world.”
The film celebrating the new identity of Dollar has been released across online and offline platforms. Since its release, the film has garnered over 100 million views.
Agency: Lowe Lintas Kolkata and LinConsult
Planning: Anurag Prasad, Kritika Sawhney
Creative: Janmenjoy Mohanty, Mohit Arora, Nisheeth Srivastava
Account Management: Indranil Mitra, Siddharth Gautam
Production: Dharma 2.0 (Director: Shiven Surendranath)