It is learnt that Belmonte, the economy menswear brand from S Kumars, has invited a few agencies to pitch for its creative mandate. Currently, the brand doesn’t have any creative agency on board. There will be no changes in the media duties and Mindshare will continue to be the media AOR on the business.
No official confirmation was forthcoming at the time of filing the report despite several attempts to contact the client. However, sources close to the development informed that S Kumars Nationwide Ltd (SKNL) officials were in the process of briefing the agencies for the pitch.
It is understood that SKNL also has plans for creating new communications in regards to their other brand Reid & Taylor. Currently, ideas@work is the incumbent agency on Reid & Taylor.
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.