Dollar Industries Limited is shaking up the hosiery market with its new athleisure campaign, “Why So Formal?”, created by Lowe Lintas. The campaign challenges traditional dress codes, promoting athleisure wear as a stylish, versatile alternative for various occasions.
Managing Director Vinod Kumar Gupta highlights the trend toward comfortable fashion, noting that even workplaces are relaxing formal attire as millennials rise to management roles. The campaign, directed by Manav Malhotra, emphasizes the idea that athleisure can be worn anywhere, even at traditionally formal events.
Featuring a range of items from tank tops to joggers, Dollar’s athleisure collection caters to fashion-conscious consumers, with prices between Rs. 325 and Rs. 1500. The campaign is now live across digital platforms and other media, showcasing the blend of comfort and modern style.
CREDITS:
– Agency: Lowe Lintas
– Director: Manav Malhotra
– Production: Green Grass Films