Kolkata: Dollar Industries Limited is making waves in the fashion world with its latest campaign for its Athleisure range, provocatively titled “Why So Formal?”. Conceptualized by Lowe Lintas, the campaign challenges traditional dress codes and positions athleisure wear as a versatile and stylish alternative for various occasions.
“In today’s world, comfort and style go hand in hand. Athleisure has become a dominant trend, inspiring us to launch a range of cool fashion wear—including Tank Tops, Crew Necks, Henleys, Polos, Sweatshirts, Jackets, Hoodies, Bermudas, Capris, Track Pants, Joggers, and Socks. This collection caters to the modern consumer’s desire for trendy yet comfortable clothing that fits multiple settings,” said Vinod Kumar Gupta, Managing Director of Dollar Industries Limited. “As millennials ascend to management roles, we’re seeing a shift in workplace dress codes, making this campaign timely and relevant.”
Directed by renowned filmmaker Manav Malhotra, the campaign delivers a powerful message about the expectation of formal attire at specific events, such as board meetings and weddings. It encourages consumers to embrace athleisure as an appealing alternative, blending comfort with modern style and challenging outdated norms.
The campaign highlights Dollar’s extensive Athleisure collection for both men and women, designed to align with the evolving tastes of fashion-forward and comfort-conscious consumers. Prices for the collection range from Rs. 325 to Rs. 1500, making stylish athleisure accessible to a broad audience.
The new campaign has been launched across Dollar’s digital platforms and will be promoted through various media channels, emphasizing the fusion of comfort and style that defines the new casual elegance of Dollar Athleisure. With a focus on reshaping perceptions of formal wear, Dollar Industries is poised to lead the athleisure trend in India.
CREDITS:
Agency: Lowe Lintas
Creative: Mohit Pasricha, Sushant Joshi, Aryan Tank, Shruti Raut, Chetan Sawant, Nidhi Khanna, Yashwant.
Account Management: Indranil Mitra, Rohit Chakraborty
Production: Green Grass Films
Director: Manav Malhotra
