4.

Talk about the brand (New or Regular) and highlight the IMC Campaign Objective

Peter England is one of the most trusted brands in the Indian Market which was established in 1889
in Londonderry, Ireland. Earlier the brand is owned by Madura Fashion & Lifestyle and a division of
Aditya Birla Fashion & Retail Limited.

It was initially started as a brand to provide British Soldiers with fine Khaki trousers during Boer War.

The brand made its foray into the Indian market more than a century later, in 1997

 Campaigns

Peter England launches its new campaign “Honestly made”

Peter England has Launched a comprehensive ad campaign that pays homage to the legacy of Indian
herbs and showcase the new range of apparel, the Neem Tulsi Collection as part of their wellness
fashion initiative.

The brand has launched a digital campaign on various platforms to promote the new collection in
collaboration with DDB Mudra – South. The Campaign video focuses on the new collection infused
with the power of natural herbs.

In 2017, Peter England released a new campaign with the tagline ‘Be Everything You Love’.
With this campaign, the brand tried to encourage the youth generation to try new things and
make new life experiences. This campaign gained a lot of recognition with over 7 lakh views
on YouTube and Facebook combined. 
In the Diwali season of 2018, Peter England released a new range of shirts with the exotic
color combination. To promote this new range, the brand released a new ad campaign with
the Chennai Super Kings players. This ad portrays a light-hearted chat between Mahendra
Singh Dhoni and his teammates where the Captain Cool shows them the Peter England
products to impress them.

Other than these, Peter England keeps releasing new advertisements and campaigns to
promote its new products.