Fashion brand Van Heusen from Aditya Birla Fashion and Retail has launched a campaign for its recently introduced premium wedding collection, Van Heusen Weddings. This is the brand’s largest media campaign to date, informed an official statement.
The campaign announcing Van Heusen’s arrival into the premium wedding suits and blazers space is set in a wedding at a foreign location. As the bride walks in accompanied by her father, the groom senses something amiss when he looks above. Popping the wedding rings in his pocket, he jumps over tables, dressed in the new collection, and makes a series of acrobatic moves. As he pulls the bride aside and into the safety of his arms, a chandelier comes crashing down. The guests clap at the heroic save. The couple walk confidently side by side while the brand signs off with the message, ‘The moment is yours’.
Abhay Bahugune, COO, Van Heusen, said, “We are delighted to unveil our latest campaign, Van Heusen Weddings. At Van Heusen, we recognise that suits have transcended their traditional roles in corporate settings. This campaign signifies the launch of our premium ceremonial suits and blazers collection, tailored to the discerning consumer. The collection showcases unique colours, sophisticated embellishments, and premium fabrics, heralding a fresh interpretation of wedding attire.”
The collection will be available in over 400 retail stores across 170-plus towns, on marketplaces like Flipkart, Amazon and Myntra, and on the brand’s official website and app.
Mithila Saraf, CEO, Famous Innovations, said, “Van Heusen has always epitomised power and action, as symbolised by the Knight archetype. The brand had already carved a distinctive identity in workwear by embracing designs tailored for movement, flexibility and performance. In our effort to make an impact in the premium wedding attire segment, we sought to align the brand’s identity with a category that traditionally stands in stark contrast. Our solution lies in dynamically showcasing premium wedding wear, a departure from the conventional approach. Coupled with the distinctive Coffee Gold colour being introduced by the brand, this strategy ensures that Van Heusen distinguishes itself in the crowded wedding and special occasion market.”
This Van Heusen ‘Weddings’ campaign will be seen across national media platforms including television, digital channels, print publications and OOH. The campaign will also run during the ongoing ICC Men’s World Cup on Disney Hotstar.
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