Menswear brand, Peter England of Aditya Birla Fashion and Retail, has launched a television (TVC) campaign titled “Nambikkayin Pudhu Arambham” for the upcoming festival, Pongal. The TVC encapsulates the essence of the holiday season and the strong bond between father and son.
The campaign is a montage woven around the festive atmosphere and shows the need for parents to adopt new ways of bonding with their children and building a privileged relationship with them.
The campaign, which is developed and executed in creative partnership with DDB Mudra South, the central theme of the campaign is ‘Belief in A New Beginning’. The campaign combines the goal of resetting family relationships, partying, color and celebration with Peter England’s wide range of festive collections.
Manish Singhai, Chief Operating Officer at Peter England, said: “We are delighted to launch our festive new campaign ‘Belief in A New Beginning’. The campaign depicts a new relationship between a son and his father after the father takes a small step towards understanding his son’s aspirations. The storyline directs us metaphorically to find the perfect look to celebrate this Pongal festival. Our collection was designed around the positivity and goodness that festivals bring to our lives. We are committed to curating and delivering fashion that not only allows our consumers to immerse themselves in the festivities, but also to stand out.
Saritha Rajagopal, Creative Director, DDB Mudra South said, “Pongal celebrates optimistic new beginnings. So, to kick off Peter England’s Pongal campaign, we captured a moment between a father and his son. While the pandemic has made some jobs disappear, it has also provided an opportunity to pursue dreams. With this campaign, we captured an honest conversation between a father and his son, who yearns to grow up. We signed with a message for every young person waiting to begin life’s journey.
Watch the commercial here: