Mumbai: Van Heusen Innerwear & Athleisure presents a solution for men. The brand’s new ‘Your Summer #Skinwear’ campaign highlights the new innerwear collection through its latest campaign that depicts smart interplay between expectations and reality.
The video features celebrity protagonist Sumeet Vyas and his attempts to survive a hot summer day. The digital campaign showcases new anti-bacterial #Skinwear range, which is a summer friendly collection.
Says Puneet Kumar Malik, COO, Innerwear business, Aditya Birla Fashion and Retail Ltd., “As a business, Innovation is at the core of our strategy, and with the power of digital storytelling and contextual targeting, we have built connect with the intended consumer group at the right time. We wanted to ensure the product attributes stand out and show the customer how we address their everyday pain points.”
The digital ad film was conceptualized and executed by Happy McGarry Bowen. Comments Naren Kaushik, Creative Director, Happy McGarry Bowen, “Summers stand for cold drinks, vacations, beaches and holidays. Summers also stand for heat, humidity, sweat, odour and discomfort. This dichotomy of summer is the genesis of the digital film ‘Expectation vs Reality’. He journeys through his day bearing the brunt of the heat when ideally; he would like to have it differently. The message we wanted to send home was that the summer we want and the one we get are quite different. At least, when it comes to men’s innerwear, Van Heusen now has it sorted with its Anti-Bacterial #Skinwear”.
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The Anti-Bacterial #Skinwear comes with its innovative ‘All Day Fresh and Colour Fresh Technology’ which keeps men dry & comfortable all day, along with retaining the new look of the fabric for a longer duration.
