Following a multi-agency pitch called in November 2010, it is learnt that Grey Worldwide has bagged the creative business of Belmonte, the economy menswear brand from S Kumars.
Though no official confirmation was available at the time of filing the report, sources close to the development have confirmed the win by Grey. There will be no changes in the media duties and Mindshare will continue to be the media AOR on the business.
It may be noted that in January 2011, S Kumars Nationwide Ltd (SKNL) had appointed Cartwheel Creative for its World Player business, while ideas@work retained SKNL’s Reid & Taylor in March 2011. Grey Worldwide is now added to the group’s roster of agencies.
Belmonte is a mass brand, catering to men in metros and mini-metros. The brand offers a wide range of polyester and viscose blend fabrics for office, leisure and evening wear catering to the mid-premium consumer. It is available across the top 100 cities in India. ‘Uniformity by Belmonte’ is the sub-brand, which offers a wide range of uniform fabrics for professional work-wear, across industries.
It may be recalled that in 2007, SKNL had announced its association with Shah Rukh Khan for Belmonte brand.
Reid & Taylor, on the other hand, caters to the premium and upper-middle strata of the Indian suiting market. It had launched nationally in 1999.
S Kumars on the prowl for a creative partner for Belmonte