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Amanté chooses Rediffusion Y&R as creative partner

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Amanté chooses Rediffusion Y&R as creative partner

Rediffusion Y&R has been assigned the creative mandate for Amanté, a subsidiary of MAS Holdings, South Asia’s largest supplier of niche market lingerie. Rediffusion Y&R beat three other agencies – RK Swamy BBDO, TBWA and Meridian – in the final round to win the business. Bates 141 was the incumbent agency. The account size has been pegged at around Rs 8 crore.

The account will be handled out of Rediffusion Y&R’s Bangalore office.

Commenting on the win, Paritosh Srivastava, Executive Vice-President and Branch Head, Rediffusion Y&R, said, “It’s a very satisfying win for us as most of the top agencies were vying for this business. MAS Holdings is one of the largest manufacturers of apparels in South Asia with an impressive client list including brands like Victoria’s Secret, M&S, Gap, etc. We are proud to partner them in their vision for Amanté in India. We strongly feel our view of the brand will help Amanté become a force to reckon with in the organised lingerie segment.”

Ajay Amalean, Director, MAS Holdings, added here, “There is tremendous potential in the premium lingerie brands in India and we are looking to ramp up our presence in the market. Amanté as a brand has been made for the Indian consumer and thus, we want to stay focused and be a dominant player in the market.”

Amanté was launched in the Indian Sub-continent in the fall of 2007 with a vision to be the leading value premium lingerie brand in the Asian region.

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