The Beginning
ColorPlus changed the way India showed up, at work, at parties, and everywhere in between. From wrinkle-free chinos to golf-ball washed shirts, every innovation came with a story, and every story, a campaign that made people stop, smile, and shop.
When Ambattur Clothing Company launched ColorPlus, the product spoke for itself. Specialising in pure cotton men’s clothing, the brand was known for garments that combined craftsmanship, comfort, and bold innovation. Always pushing the edge on product design and fabric technology, ColorPlus made formality feel effortless and everyday wear feel refined.
It wasn’t just another apparel brand; it was a movement in men’s fashion. The challenge was clear: let the product take centre stage without relying on models, gimmicks, or lifestyle cliches.
The Idea
From the start, we were a part of the ColorPlus branding journey, shaping its language, merchandise, and identity. It all began with a hoarding that turned heads across the country. Two bright yellow billboards appeared in cities, bearing three stark black words:“Drop your trousers.” Below it, a simple call to action: “Wear Chinos.” Bold, irreverent, and impossible to ignore, the campaign became a talking point overnight.
Then came the print ad that cemented the brand’s tone, “Sinners prefer Temple Red.”Minimal, confident, and unforgettable, it showcased a single shirt in the now-iconic Temple Red colour, a visual so striking, it made people stop and take notice.It was the beginning of an iconic journey, one that would go on to define modern menswear for years to come.
The Work
The advertising was catalogue-led, no models, no gimmicks, no distractions. Just fabric, colour, and wit. Every frame was photographed with precision, where the product was always the hero. The lighting was invisible by design, crafted to make the garment, not the photograph, shine.
Working with ColorPlus was a delight in itself. There was innovation, R&D, and an infectious sense of passion in every brief we received. Each meeting brought a new product insight, a fresh challenge, and the excitement of translating that into design and communication.
We at Rubecon were involved in every stage of production, personally visiting pre-press facilities to fine-tune the screens for each magazine. Every release was calibrated to perfection, ensuring the product printed exactly as it was meant to look: rich, tactile, and true to colour. We went on to create almost every piece of merchandise and communication for ColorPlus, with campaigns that changed wardrobes and left a lasting impact.
Lines like “You need balls to make this shirt” for their golf-ball washed range caused ripples, criticism, and record-breaking sales, all at once.
The love for the brand was palpable. Customers would often send their family, friends, or staff to the store, carrying newspaper clippings of our ads with the shirts tick-marked, asking for that exact colour.
We believed that when there was news worth telling, it belonged upfront, and every ColorPlus product earned that place.
The Legacy
Over the years, ColorPlus became one of those rare brands where you could cover the logo and still recognize the ad. It wasn’t just fashion, it was identity, built ad by ad, shirt by shirt, trouser by trouser.
A brand that redefined how India looked at premium menswear by bringing in the concept of smart casuals into offices, parties and your life. All created in high end cotton with a healthy dose of innovation.
It was an honour to tell the story of a brand that thought ahead, dressed ahead, and stayed ahead of its time.
