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Aditya Birla Fashion backed Peter England introduces ‘The Fresh Mint’ Collection this Summer

Aditya Birla Fashion backed Peter England, the leading menswear brand launches Mint Collection, a range of formal shirts in refreshing shades of green through its campaign ‘Fresh Mints’. Main intention to build a heritage of path-breaking innovations in the world of fashion-conscious, Peter England has beautifully weaved in elements of nature in the fabric. The new collection of shirts are embedded with fresh mint fragrance that keeps one refreshed.

The punch line promises a sophisticated, stylish and a modern look, in some of the vivacious and trendy shades of mint. The concept is inspired by a fresh summery palette that rejuvenates your closet. It is visualized in sucha a way that you can wear this for afternoon lunch meetings with clients or with a family get together on a sunday afternoon it will provide you instant summer makeover. This new frsh mint collection will be directly be on air promotions on IPL Hotstar, Cinemas, and Social Media.

The collection has been launched across India at all the Peter England stores and is priced at Rs. 1499 onwards.

During the launch of event Manish Singhai, COO, Peter England said, “Innovation continues to be at the center of our offering to redefine men’s wardrobe. This season we are happy to present ‘Mint Collection’ a special line which lives up to this promise. We will continue to excite our customers by delivering a stylish wardrobe that gives them a chance to make a fashion statement at work.”

The Television commercial has been co-created by international magician Zach King and conceptualized by the DDB Mudra Group. The light-hearted Television advertisement features a young man sporting a formal dull colored shirt, extending apologies for being late. He tries dodging the objects that are thrown at him with an intention of hitting him but is taken by surprise as his shirt changes its color into a fresh shade of green on being hit by mint leaves, thereby giving him an instant makeover.

Quoting on the campaign, Vijay Joseph, Senior Creative Director, DDB Mudra Group said, “The singular theme for Peter England is ‘delight through discovery’. Which is why went back to collaborating with YouTube superstar / edit wizard Zach King for a second season. The intent was to create films that are as delightful as the Peter England collections themselves. The fresh mint colored shirt collection film is one such exploration. And there are more films where that one came from.”

Peter England is the one of the leading and largest menswear brands in India. It sells more than 10 million garments every year across 700+ exclusive stores, 2000+ Multi‐brand outlets across 400+ towns. It has been voted as India’s Most Trusted Apparel Brand for 7 consecutive years by the Economic Times Brand Equity Survey.

Updated: April 12, 2019 — 12:22 pm

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