Unlimited showcases why #FashionIsUnlimited in latest ad film

10 Oct,2018

By A Correspondent


Unlimited, the family fashion store from Arvind Lifestyle Brands Limited, launched its new campaign – Fashion is Unlimited – through its first ever television commercial.  The central thought of the campaign is that fashion is different for different consumers but also a very vivid expression of individuality for every consumer.


Commenting on the launch of the campaign, Suresh J, MD and CEO, Arvind Lifestyle Brands Limited said: “Unlimited is a one-stop destination designed to cater to the fashion requirements for the whole family. We aim to cater to the evolving fashion needs of Indians, shopping for value fashion; and through this campaign, we want to drive home the message that Unlimited is the place where everyone can find their style. The film, with its basis on the insight of how the process of dressing up comprises a set of very meaningful moments for the Indian consumer, beautifully highlights the truly ‘Unlimited’ range of fashion choices. The brand is equipped to delight its audience with its offerings, ranging from formal wear, festive wear, traditional outfits, casual work-wear, to kids wear. The TVC reflects our offerings in terms of apparel, offers and fashion to showcase #FashionIsUnlimited.”


Highlighting the creative idea, Amit Akali, Founder and Creative Head, What’s Your Problem said: “We were very excited by the stance ‘Fashion is unlimited’ as it comes from a basic consumer behaviour – each person has their own definition of fashion, none of which is wrong or right. For someone fashion may be casual, for another it’s haute couture. Similarly, for someone it’s Indian, for another western, it’s formal, informal, etc. It is different things for different people. And Unlimited aims to full fill all these definitions of fashion for all target audiences. We also wanted to create a unique look that differentiates our brand from others. While we’ve captured insightful, slice of life moments, we were very clear it’s a fashion film and needed to look aspirational and cool. The camera work, music, etc was all used to enhance the same.”



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