Peter England Jeans

The Play

We were given the task to relaunch Peter England’s denim collection which wasn’t getting enough attention unlike their other ethnic and formal wear. We came up with launch creatives to bring about a culture of young Indians that embody a “Can be arsed” attitude.

To find relevance in not just the denim category, but also Peter England as a brand, we wanted to champion what the current generation resonates with. Share the sentiments. Help change the narratives to become part of the conversation.

Picking a Side
While empathy and inclusiveness is increasing, there is also a majority that embody the “Can’t be arsed” attitude.

Be Arsed About Something.
Made To Be Arsed.