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In a warm country like India, it is common to see corporate leaders and executives getting rid of their neckties as soon as they can. But Vimal has gone a step ahead.
Unveiling the new fashion “Unformals” range here on Friday, Vimal, the textile brand from Reliance Industries Ltd, celebrated the “No Tie Day” and burnt ties to press home the point.
Organizing “tie-burning parties” across India and announcing the “Time to be Unformal”, the company’s aggressive marketing campaign aims to contemporize its appeal, said an official.
The new fashion range was designed to cater to the youth who want to break away from conventional formal wear concept and are looking for new ways to make it interesting, said, Anand Parekh, President, RIL Textiles Division.
The campaign has been designed to introduce `Unformals’ as a breakaway concept. Consumer feedback indicated that tie is the most symbolic representation of formal wear and is one fashion accessory which today’s generation is most keen to do away with. Hence, ‘No Tie Day’ was instituted with the objective of creating mass awareness about the new trend in formal wear, he said.
The new campaign incorporates some new communication initiatives like the no tie day, tie-burning parties and an online drive encompassing clutter-breaking social media initiatives.
The social media campaign included teaser videos on the concept on Youtube channel, a tie-obituary app on Facebook, VimalUnformal microsite, Twitter and Soundcloud accounts, among other online initiatives.
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