Allen Solly, a smart casualwear from the house of Aditya Birla Fashion and Retail (ABFRL), has unveiled a new campaign Legs Now Turn Heads.
Conceptualised and executed by Ogilvy South, the campaign puts the spotlight on cargoes, parachute pants, and carpenter trousers. The film also channels the energy of salsa and hip-hop, with sharp choreography, young faces and vibrant styling.
Timed to coincide with the country’s biggest sporting spectacle, Tata IPL 2025, the campaign is gaining widespread attention across platforms. As an Associate Sponsor for IPL 2025 on Jiostar, Allen Solly is leveraging this moment to integrate fashion with sport to create an impactful impression.
Speaking on the campaign, Richa Pai, Chief Business Officer, Allen Solly, said, “Allen Solly has always been a pioneer in bringing fresh and exciting fashion to young India. With ‘Legs Now Turn Heads,’ we are setting the tone for how modern men can experiment with their style while embracing global trends. This campaign beautifully marries pop culture with fashion, making casual bottomwear an unmissable trend this season.”
Jayanth Gurumurthy, Creative Director, Allen Solly, added, “Fashion today is dynamic and expressive, and men’s bottomwear is no exception. Cargoes, parachute pants, and carpenter pants allow men to make bold style statements with ease. This campaign captures that energy, showing how the right pair of pants can truly turn heads.”
“With ‘Legs Now Turn Heads,’ we wanted to reimagine what fashion could look like when powered by cultural forces like music and dance. This film is a celebration of movement and style — visually rich, high on energy, and built to resonate with the modern-day youth,” said Tithi Ghosh, President, Ogilvy South.
