Hakuhodo Percept is excited to have bagged the complete creative mandate for Numero Uno Jeanswear, the denim wear brand from Numero Uno Clothing Limited [NUCL].
This was a multi-agency pitch that involved strategy, creative and execution plan presentations including Digital, BTL and ATL, where Hakuhodo stole a march over Scarecrow Communications, and a few newly set up creative hotshops.
The advertising spend is valued at Rs 50 crore.
Numero Uno is one of India’s oldest denim brands. This homegrown brand’s fashion-wear is targeted at the youth and the product range includes jeans, jackets, t-shirts, shirts, etc.
Today, denim in India is showing a growth story. As compared to the west where it was more work/industrial wear, in India, denim started as a youth story – they found it to be fashionable and comfortable, and added to their style quotient. Now, this young brigade that constitutes about 73% of India’s population, has heated up competition between international and Indian brands in the retail space and advertising and marketing agencies are being challenged to reposition brands, evolve new messages and campaigns and get consumers mind space. In fact a recent study by Technopak Advisors states that the denim market in India is set to nearly double to over Rs13000 crore by 2017 which is primarily due to the youth obsession for the cult fabric.
Numero Uno has stepped into a repositioning phase at the right time and Hakuhodo’s mandate is to work out a comprehensive brand development strategy to position Numero Uno as a modern contemporary player for the aspiring youth.
Towards this Hakuhodo will be implementing a 360-degree communications programme.
Confirming the win, Elvis Sequeira, COO, Hakuhodo Percept, said, “Hakuhodo is proud to partner such an energetic Indian brand on its ambitious journey. What's exciting is that the collaboration will go beyond just brand building to business building as well. There's a tremendous creative energy in our interactions with everyone there, starting with Managing Director Mr. Narinder Singh. We are looking forward to the challenges of repositioning the brand in today's landscape of brick and mortar as well as in the online space. Our creative juices are already flowing thinking up new opportunities and ideas on consumer touch points and engagement tools. This is the way Hakuhodo works globally and we are bringing this level of involvement into each of our relationships in India.”
On Hakuhodo Percept’s appointment as Numero Uno’s creative partner, Narinder Singh, Managing Director NUCL, said “Looking at the new age youth and the way forward for the brand Hakuhodo came up with ideas that were strong and exciting enough to evoke the right emotions in the TG. Hakuhodo was able to use the insights to bring the brand a step closer to the consumers heart rather than just the wardrobe.”