Dollar Industries Limited launches brand new TVC campaigns
for the festive season
Dollar Industries Limited has always been
the quintessence of peerless fashion in its segment. In its new avatar it has
blazed a trail with a new campaign to promote its existing
range of Dollar Bigboss and Dollar Missy.
Post a meticulous brand architecture
exercise led by LinConsult, the strategic consulting division
of Mullen Lowe Lintas Group, the campaign developed by Lowe Lintas
Kolkata reflects the brand’s alacrity to adapt to changing consumer trends
and break existing stereotypes when it comes to fashion, both for men and
women. The quirky and enigmatic campaign explores many aspects of self,
audaciously embracing and proudly showcasing a collective individuality and
shattering of the status quo. The campaign is a powerful celebration for those
unconstrained by norms and definitions.
Vinod Kumar Gupta, Managing Director,
Dollar Industries Limited, commented, “We have expanded the Bigboss
portfolio to include not just innerwear but also athleisure, gym wear and
casuals for men. With our decade long association with Akshay Kumar, our brand
has witnessed a 3x times growth. Coming to Dollar Missy, for women, armed
with an enviable range of womens wear, we felt it was time for us to break
old-standing beliefs as well. Our festive collection consists of 102 colors to
choose from. The leggings cater to various occasions and are a perfect fit for
the women across various leagues of life.”
The Dollar Missy campaign film, featuring
Bollywood star Chitrangada Singh contradicts the popular philosophy of women prolonging
to dress up, the campaign showcases how Dollar Missy enables today’s Gen Y
woman to get ready in a jiffy so that she may seamlessly juggle between her
personal, official and social lives. Over the years Dollar Missy has been
supporting women through their product, giving the feeling of total confidence
and providing fit solutions for all shapes and sizes.
The Dollar Bigboss commercial starring
Akshay Kumar reveals the actor’s perfect clone effectively devised,
failing in one final and most vital test. Unlike the Dollar Bigboss vest worn
by Akshay, his clone’s vest gets easily ripped off portraying only the original
brand can stand up to the test of advanced strength and durability. The brand
focuses on delivering the very best in comfort by promising a great fit,
premium fabrics and uncompromising quality.
Speaking on the idea behind the two
campaigns, Janmenjoy Mohanty, Regional Creative Officer, Lowe
Lintas said, “Fit Hai Boss as a tagline has always worked wonders for
Dollar Bigboss and this time around we have used the phrase to develop a plot
which is futuristic but at the same time it delivers a key message – Bigboss
can’t be cloned. This imagery goes hand-in-hand with the newly created Dollar
brand identity which speaks of the modern times, the science and innovation
involved. Akshay is a brilliant actor who pulls off the film with flying
colours. With regards to Missy, the concept was derived from the product
itself. These easy-to-slip-on legwear are
meant for a wide variety of occasions and uses and lends itself perfectly to
the idea that today’s multi-tasking woman is game for #SpeedDressing.”
Both the commercials have been directed by
the renowned Ad film maker, Shiven Surendranath. The campaign has
been released on both electronic and online platforms. The advertising campaign
will be featured and supported by digital, social media, high impact outdoor locations,
print and TV. The new campaign marks the next chapter of the iconic Dollar
story. The campaign portrays the authenticity and individuality that empowers
the consumers focused on expressions of masculinity and femininity.
