Why do they have international models? Is Allen Solly going international? Even so, after a history of 'Indian' ads, this ad completely fails to hit a chord.
The theme of the ad itself escapes me. What are they trying to say? The selection of models is so boring. There is nothing fresh about their look. The treatment of the ad itself is so old school and old fashioned. The choreography - if that is supposed to be the glue that holds this together - is very weak. Compare this with the Vodafone 'musical' approach, which had class and youth. If the attempt with this ad was to refresh the brand, it does exactly the opposite in my view. I really miss the fresh, confident and trend-setting thinking of the old Allen Solly commercials.
But most of all what amazes is the clothing. If nothing else works in the ad, I wish the clothes looked spectacular. They don't. They are boring too. So maybe the Allen Solly team needs to first take a good hard look at their product, and create a line that actually inspires their agency?