MUMBAI: The textile brand - Only Vimal - has launched a new campaign to reach out to the newer, younger generation of formal wear users.

The campaign No Tie Day to be held today has been conceptualised by Scarecrow for the brand after a study and market feedback pointing to a clear shift in preferences among the formal wear users (read corporate).

Through the campaign, the brand aims to serve the day as that momentous occasion when people will discard their ties, thereby acting upon the larger thought of liberating themselves from their existing boring formal wear. To gain momentum various activities have been launched such as the tie burning party where people are called to burn ties (literally) and witness the launch of the informal range of ‘Only Vimal‘. These tie burning parties will be held in nine Indian cities. There is also a nationwide one-day boycott of ties, so that people living outside these cities can also participate.

A set of eight viral videos and a especially composed No Tie Day anthem were made to create the buzz around the day. The micro-site, www.vimalunformal.com was the centre point of all No Tie Day activity. On-ground, especially designed tie collection vans visited corporate parks and engaged people in playing tie-killing games. On Facebook a fun app called tie obituary contest was created, where people could write a fun obituary for ties and celebrate their demise.

The campaign is promoted through radio, digital, on-ground and print in select cities.