Clothing brand Allen Solly recently launched a new casual chic line of apparel and also devised a new campaign and tagline, ‘I Hate Ugly’.
It has now bolstered its communication mix with a novel concept. Using the idea of flash mobs, the brand played out a ‘freeze act’ with the help of live models decked in the latest Allen Solly attire, in malls and high streets across the country.
Girls and boys attired in smart casual wear walk into malls or high streets and sit or hold a certain pose for up to seven minutes, becoming real live ‘Humannequins’, which comes from blending the words ‘human’ and ‘mannequins’.