Campaign India Team
Oct 21, 2009

TEQUILA\India creates ‘humannequins’ for Allen Solly

TEQUILA\India recently ran an “outdoor” campaign for Allen Solly, using “hummannequins” – human mannequins.Using the idea of ‘flash mobs’, the brand played out a freeze act with the help of live models dressed in the latest Allen Solly attire, in malls and high streets across the country.  The performance was repeated many times during peak weekend shopping traffic in Bengaluru and Delhi.

TEQUILA\India creates ‘humannequins’ for Allen Solly

TEQUILA\India recently ran an “outdoor” campaign for Allen Solly, using “hummannequins” – human mannequins.

Using the idea of ‘flash mobs’, the brand played out a freeze act with the help of live models dressed in the latest Allen Solly attire, in malls and high streets across the country.  The performance was repeated many times during peak weekend shopping traffic in Bengaluru and Delhi.

“This was an idea whose time had come. Keeping with our tradition of being radical in whatever we do, the task was to create buzz and excitement in a way that people remembered the event, long after it was over. This is also the first time possibly that models and consumers are in such close proximity during a live event, bringing the merchandise so close to them”, said R Satyajit, chief operating officer, Allen Solly.

John Mathew, managing director, TEQUILA\India added, “We at TEQUILA\ have always prided ourselves in disruptive communication. While the idea of flash mobs was nothing new, we gave it a new twist by freezing the participants in the merchandise. It was a surprise fashion show where the ramp happened to be the mall or the street pretty much amongst the shoppers!”

Source:
Campaign India