Van Heusen Innerwear launches its ‘Summer #Skinwear’ campaign

05 Jul,2018

By A Correspondent


Van Heusen Innerwear and Athleisure has launched its ‘Summer #Skinwear’ campaign that highlights the new innerwear collection and depicts smart interplay between expectations and reality.


Said Puneet Kumar Malik, COO, Innerwear business, Aditya Birla Fashion and Retail: “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 conceptualised and executed by Happy McGarry bowen. Said Added 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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