here's no escaping the football fever. Bangalore-based Madura Garments' men's wear brand, Peter England, too couldn't resist the temptation. It released a new event-based campaign revolving around the FIFA World Cup for a new line of 'Cotton Plus Wrinkle-free' shirts.

The ads show the shirt bundled up into a ball, resembling a football, with the body copy reading 'Celebrate the FIFA World Cup. With Cotton Plus Wrinkle-Frees.' The agency handling the creative for the brand is Mudra South. Was it a catch-the-football-fest-before-its-over brief that led to this campaign? Says Jagdish Acharya, executive creative director, Mudra South: "The brief was to quickly gain salience for the brand. Also, the product is superior and we were considering playing up the technology angle to achieve salience."... more