Aditya Birla Group company Madura Garment today said it will undertake a marketing campaign for its Allen Solly brand in the city as part of its plan to expand footprints in the casual and party wear segment.

The company’s two-day-long ‘freeze-flash mob activity’ on October 10-11 has been modelled on the brand’s campaign programme in the western markets and would cover four shopping destinations in Delhi, Allen Solly said in a statement.

“This is the first time such an activity is happening at such a large scale in India. It involves 100 people at the same time for duration of five minutes,” it said.

Earlier this week, Madura Garments had announced plans to make the Allen Solly brand more youth oriented and expand its range, besides doubling its retail presence to 120 outlets across the country within the next two years.

The brand, which has an annual sale of around Rs. 250 crore, is expecting to double the contribution from its casual wear business to around 40 per cent in its overall business in the next two years.

Allen Solly is also planning to expand its retail presence by opening 60 more stores, particularly in the Tier II cities of the country.

More In: Companies | Business