With the release of its most recent campaign for its Athleisure line, Dollar Industries Limited, a market leader in India for hosiery, is once again setting the standard. The campaign’s provocative tagline, “Why So Formal?” questions the traditional conventions of formal attire. Lowe Lintas came up with the idea for this campaign, which challenges social norms around dress rules and promotes athleisure clothing as a chic and adaptable option for any setting.
“Athleisure wear has become a major fashion trend in an era of comfort and style. This has led us to concentrate on a wide variety of stylish clothing items, such as tank tops, crew necks, henleys, polo shirts, sweatshirts, jackets, hoodies, capris, track pants, joggers, and socks. These items perfectly satisfy the needs of young consumers who want comfortable yet stylish and adaptable clothing options that they can wear to a variety of events and places. What’s more intriguing is that, as millennials take on managerial and decision-making roles, even professions that historically required suits—or at the very least, a shirt and tie—are now loosening their dress code regulations. That’s precisely what motivated us and Lowe Lintas to challenge socially acceptable clothing codes in our campaign and market Dollar Athleisure as the ideal fusion of stylish fashion and informal comfort,” stated Mr. Vinod Kumar Gupta, Managing Director of Dollar Industries Limited.
The campaign, which was directed by well-known filmmaker Manav Malhotra, makes a strong point about how formal dress is still expected at certain occasions, such weddings and board meetings. It encourages customers to embrace athleisure for a variety of events, challenging these conventional dress rules. In an effort to defy old conventions, the campaign promotes a fusion of comfort and contemporary elegance.
The ad highlights Dollar’s wide range of Athleisure clothing for both men and women, which is made to suit the changing preferences of today’s stylish, comfortable shoppers. The range of prices is Rs. 325 to Rs. 1500.
The new campaign, which highlights the combination of comfort, style, and the new casual elegance of Dollar Athleisure, has been launched across Dollar’s digital platforms and will be promoted through a variety of media outlets. Along with other media, the brand has launched a new campaign online.
About Dollar Industries Limited:
(https://www.dollarglobal.in/; BSE: Scrip Code 541403; NSE Scrip Code: DOLLAR)
From its humble beginnings as a hosiery brand, Dollar Industries Limited has grown to become one of India’s leading names in the innerwear and garment manufacturing industry. The company offers a wide range of knitted garments, from basic wear to outerwear, and is known for its dedication to quality, innovation, and customer satisfaction. Dollar Industries has established a strong presence both in India and globally, with markets in countries such as UAE, Oman, Jordan, Qatar, Kuwait, Bahrain, Yemen, Iraq, Nepal, and Sudan. The company holds 15% of the total market share in the organized segment and is the first Indian innerwear company to have a fully integrated manufacturing unit equipped with the latest technology.
