Top Story

e4m_logo.png

Home >> Account Movement >> Article

Doosra wins creative duties of Mistair

26-September-2012
Font Size   16
Share
Doosra wins creative duties of Mistair

Doosra Brand Communications, a member of the Aegis Media Group, has recently won the creative mandate of Mistair, the premium fabric brand from the Siyaram Group. Under this mandate Doosra will give the creative edge to the communication for Mistair pan India.

On awarding the business to Doosra, Vikas Malhotra, Business Head, Mistair, said, “We are pleased to have Doosra on board with us for one of our brands, Mistair. The agency was able to come up with the right creative strategy, which clearly defined our business objectives and goals. Mistair would focus on fabrics for the young and sees a lot of action in the coming years through its strategic partnership with Doosra.”

Reacting to the win, Zahir Mirza, Creative Director, Doosra, said, “I am happy to add Mistair to our roster of brands. We look forward to creating a distinct and unique identity for the brand in the crowded fabrics marketplace, through unconventional thinking and non-traditional methods that are Doosra’s specialty.”

Doosra came into existence with the purpose of doing non-traditional advertising work. Named after the off-spinner’s delivery in cricket that turns the other way from the batsman’s expectations, Doosra’s approach to work is similar.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking