Mumbai: International menswear brand Peter England from Aditya Birla Fashion and Retail has launched an exclusive campaign for the upcoming Pongal festival.

Encapsulating the essence of the festive season and the strong bond between father and son, the TVC is a relatable montage woven around the festive ambiance and shows parents' need to adopt new ways to bond with their children and build a special relationship with them.

Developed and executed in creative partnership with DDB Mudra South, the campaign celebrates the ‘Belief in A New Beginning’, and combines the objective of resetting family relationships, festivity, colour, and celebration with Peter England’s wide range of premium quality and stylish festive collections for today’s contemporary men.

Peter England COO Manish Singhai said, “The campaign portrays a new relationship between a son and his father after the father takes a small step towards understanding his son’s aspirations. The storyline metaphorically directs us to find the perfect look to celebrate this Pongal festival. Our collection has been designed around the positivity and goodness that festivals bring to our lives. We are determined to curate and offer fashion that enables our consumers to not just immerse in the festivities but also to stand out.”

DDB Mudra South creative director Saritha Rajagopal said, “Pongal celebrates optimistic new beginnings. So, to launch Peter England’s Pongal campaign, we captured a moment between a father and his son. While the pandemic took away some jobs, it also presented an opportunity to pursue one’s dreams. With this campaign, we captured an honest conversation between a father and son, who aspires to grow. We signed off with a message for every youngster who is waiting to start on the journey of life.”

The festive campaign will be amplified through a mega-media mix across SUN TV Network, Hotstar Tamil Big Boss Association, World Television premiere of Annaatthe on Sun TV and other media channels, said the brand in a statement.