Mumbai: Louis Philippe, the premium menswear brand from Aditya Birla Lifestyle Brands Limited, has launched a new digital campaign that moves away from conventional celebrity-led marketing and instead places authenticity and cultural credibility at the centre of its storytelling.
For its latest campaign, the brand has partnered with Enrico Signorelli, an Italian entrepreneur based in Bandra and founder of MAMI Bombay, a dessert venture known for building a loyal following around traditional tiramisu made using his mother’s original recipe.
Rather than relying on a celebrity endorsement, the campaign draws on shared values of craftsmanship, product integrity and authenticity — qualities that Louis Philippe says mirror the philosophy behind its linen collection.
Originally from Bergamo in northern Italy, Signorelli relocated to Mumbai to build MAMI Bombay around a single uncompromised offering. For Louis Philippe, the collaboration became an opportunity to tell a broader story around heritage, quality and the people who understand craft from experience rather than promotion.
An unexpected detail during the campaign development added further depth to the narrative — the Albini Group mill, where Louis Philippe’s linen fabrics are woven, is located just ten minutes from where Signorelli grew up in northern Italy.
Conceptualised by Schbang and executed by Snooze Co., the campaign reflects the idea that genuine craftsmanship transcends categories and is recognised through patience, quality and consistency.
Across campaign assets, Signorelli styles Louis Philippe linen in a relaxed Italian aesthetic. One of the campaign’s standout moments features a short-form reel in which he dusts the Louis Philippe Upper Crest onto a tiramisu using a cocoa stencil — visually bringing together the worlds of fashion and culinary craft.
Commenting on the campaign, Deepika Sabharal Tewari, Marketing Head, Louis Philippe, said, “Louis Philippe linen is woven at the Albini mill in Italy, one of the finest textile mills in the world. That’s the standard our product starts from. When we came across Enrico and what he’s built with MAMI Bombay, the parallel was immediately clear. Someone who sources the best and has built his entire reputation on that single commitment. We’ve always believed the most meaningful collaborations aren’t built on visibility, they’re built on shared values. That’s what this is.”
Harshil Karia, Founder and CEO at Schbang, added, “The brief wasn’t ‘find an influencer.’ It was ‘find the right person.’ There’s a difference, and this campaign is what that difference looks like. Enrico grew up ten minutes from the Albini mill, where Louis Philippe sources its linen. That’s not a coincidence we manufactured, it’s a truth we recognised. His credibility with the product was never something we had to build. It was already there, long before we came into the picture.”
The campaign is currently live across Louis Philippe’s digital platforms and reflects the brand’s evolving approach toward storytelling rooted in cultural relevance and authenticity rather than conventional influence-led visibility.
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