Menswear brand Peter England, from the Aditya Birla Fashion and Retail stable, has launched a campaign titled ‘Honestly Made’, for its latest wedding range collection. Conceptualised by DDB Mudra, the campaign calls out orthodox notions around Indian marriages, while retaining the essence of wedding wear.
The film features actor Ayushmann Khurrana, who is seen wearing a Peter England suit and chatting with a few guests at a wedding reception. Meanwhile, a girl seated at a table opposite him, is being counseled by a middle-aged woman who asks her to prioritise marriage. She looks in the direction of Khurrana and assumes that he would be the right man, who draws a million bucks at his job after noticing his designer suit. When the young women cuts off the lady by telling her she has no time for marital affairs, Khurrana, who overhears their conversation, comes up to their table and takes a dig at the middle-aged woman, by telling her that it always takes time to find the right partner. Speaking about his suit, he proudly tells them that it’s a Peter England one and encourages the girl to pursue her choices without being badgered by orthodox societal notions around marriage.
Manish Singhai, COO, Peter England, said, “We are pleased to launch our ‘Honestly Made’ campaign for the autumn-winter wedding season of 2021. Honesty is a core value of the brand, be it in fashion or social norms. During the ongoing wedding season, we hope to see a great demand for our celebration wear. Customers can take their pick across a range of exquisite suits, stunning blazers, and ceremonial shirts, which are perfect for traditional occasions, wedding trousseau, evening soirees, and cocktail parties.”
He added, “The brand inventively refutes the stereotypes surrounding marriage and stands by the belief that marriage should not define career or life choices.”
The film is being rolled out across OTT platforms and the brand’s social media platforms.