Mumbai : Peter England menswear brand from Aditya Birla Fashion and Retail Limited presents Mint Collection, a range of formal shirts in refreshing shades of green through its campaign ‘Fresh Mints’. Building a heritage of path-breaking innovations in the world of fashion-conscious, Peter England has beautifully weaved in elements of nature in the fabric. The new collection of shirts is infused with fresh mint fragrance that keeps one refreshed.
The line promises a sophisticated and modern look, in some of the vivacious and trendy shades of mint. The concept is inspired by a fresh summery palette that rejuvenates your wardrobe. Whether it is an afternoon lunch with clients or a get together with family, this color will give you an instant summer makeover. The new offering will be communicated through promotions on IPL Hotstar, Cinemas, and Social Media.
Commenting on the launch Manish Singhai, COO, Peter England said, “Innovation continues to be at the center of our offering to redefine men’s wardrobe. This season we are happy to present ‘Mint Collection’ a special line which lives up to this promise. We will continue to excite our customers by delivering a stylish wardrobe that gives them a chance to make a fashion statement at work.”
The TVC has been co-created by international magician Zach King and conceptualized by the DDB Mudra Group. The light-hearted TVC features a young man sporting a formal dull colored shirt, extending apologies for being late. He tries dodging the objects that are thrown at him with an intention of hitting him but is taken by surprise as his shirt changes its color into a fresh shade of green on being hit by mint leaves, thereby giving him an instant makeover.
Quoting on the campaign, Vijay Joseph, Senior Creative Director, DDB Mudra Group said, “The singular theme for Peter England is ‘delight through discovery’. Which is why went back to collaborating with YouTube superstar / edit wizard Zach King for a second season. The intent was to create films that are as delightful as the Peter England collections themselves. The fresh mint coloured shirt collection film is one such exploration. And there are more films where that one came from.”