The Hindu Business Line : Bipasha cuts a Solly figure in <I>Corporate </I>

Brands' association with movies takes another innovative avatar with the much-awaited Bollywood movie Corporate. If you have seen the promos of the movie, you certainly wouldn't have missed Bipasha Basu's new look - oozing with confidence and sporting a no-nonsense attitude. Well, she owes part of that to Allen Solly, which has designed both her "corporate" and "lifestyle" outfits in the movie.

Allen Solly in fact has styled nearly all the formal and non-formal outfits for most of the movie's star cast. It has also provided accessories such as handbags, sunglasses, belts and ties.

So, what kind of a look has Allen Solly given Bipasha? According to Mr Vishal Mirchandani, Business Head, Allen Solly: "We have given her sharp business suits as part of her formal attire, apart from stylised flowing evening and casual wear, such as chiffon tops, skirts and tunics. We have followed a similar same approach for the men's outfits too."

"This is a step forward in our 360-degree communication efforts to reach out to consumers ... using an unconventional strategy," adds Mr Mirchandani.

The brand will also benefit from in-film positioning. According to Mr Mirchandani, Allen Solly hoardings and stores would be shown in the movie.

"With growing awareness among Indians on the need to dress to suit international contexts and settings, this association proved to be a good occasion for us to represent and showcase our work-wear," says Mr Hemchandra Javeri, President, Madura Garments, which retails the Allen Solly brand. While Bipasha's stylish outfits may grab a lot of attention, what is the trend in the retail market among women?

Mr Mirchandani says that women today are "conscious about having different clothes for different occasions - formal wear for business meetings, outfits for normal working days, clothes for dinners and shopping" - a trend that Allen Solly would like to cash in on.

Women's wear accounts for about 20 per cent of Allen Solly's sales and is growing at a rate of 50 per cent year-on-year.

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