Indian athleisure wear brand Dollar leveraged its sponsorship of IPL side Rajasthan Royals through a multi-strand, season-long ‘Play Mode On’ campaign fronted by a team of five cricket stars.
The multi-platform campaign, developed in harness with agency Lowe Lintas Kolkata (part of the MullenLowe Lintas Group), runs primarily online and in-stadium through the 2023 IPL season between late March and the end of May and is buult around the brand’s kit partnership.
Dollar Industries Limited, a leading Indian clothing company, activated its principal partnership of the team through a brand campaign promoting its new athleisurewear collection. The creative features five players – Trent Boult, Shimron Hetmyer, Devdutt Padikkal, Riyan Parag and Sanju Samson – wearing items from a collection the brand describes as ‘chic yet relaxed’ clothing as well as the official Rajasthan Royals cap.
The campaign, which seeks to position the brand as a fashion forward outfit primarily to Gen Z audience, and features an interesting visual narrative with fast cuts and fluid camera movements backed by ‘grunge lighting’ all of which aim to reinforce the collection’s key selling products of ‘ease’ and ‘style’.
Led by a hero video, the campaign also includes social media content and low latency match linked posts, plus sales funnel focused executions driving fans and viewers to the team’s kit online purchasing platforms.
“With the distinction between activewear and daywear fast eroding, we intended to cater to the aspirations of Young India which settles for fashion choices which are both comfortable and stylish,” outlined Lowe Lintas Chief Creative Officer Sagar Kapoor. “And, Play Mode On aptly sums up the aspirations of a generation which constantly strives to achieve everything come what may.”
“With majority of business meetings taking place in front of a notebook at home – casual leggings, sweatpants and loungewear have quickly become inherent pieces of our personal and professional wardrobes,” commented Dollar Managing Director Vinod Kumar Gupta at the campaign launch. “This has naturally prompted us to launch an entire range of Athleisurewear – Tank Tops, Crew Necks, Henleys, Polos, Sweatshirts, Jackets, Hoodies, Bermudas, Capris, Track Pants, Joggers and Socks – which perfectly marries our young consumer’s desire for comfortable yet trendy and versatile clothing options which they can wear at multiple events and locations, from work to gym classes to lunch dates.”
The team at Lowe Lintas Kolkata which conceptualised and created the campaign included Creatives Sagar Kapoor and Sajid Khan with Account Managers Indranil Mitra and Rohit Chakraborty, while production was handled by Nemesis Pictures with Director Arshad Khan.
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