Allen Solly unleashes first of its kind marketing campaign

13 Oct '09

1 min read

Madura Garments, a company of Aditya Birla Group is set to undertake a marketing campaign in Delhi for its Allen Solly brand in a bid to expand its reach in casual and party wear segments.

The company carried out a 'freeze-flash mob activity' on October 10-11, which had been modeled on the brand's campaign program in the western markets and covered four shopping destinations in Delhi.

This activity was the first large scale activity in India as it involved 100 people at a time for a period of five minutes.

Madura Garments intends to make the brand, more youth oriented along with a expansion of the range, and also plans to increase the number of outlets to 120 in the country, within the next two years, it announced last week.

Annual sale of the brand stands at around Rs. 2.5 billion. It expects to improve its contribution in its overall business to about 40 percent in the next two years and seeks to expand its retail presence with 60 new stores.

The brand intends to open its new stores specifically in the Tier II cities of the country.

Fibre2fashion News Desk - India

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