Odyssey India, the company claimed to be behind India’s fastest growing leisure store chain, has assigned the creative duties for its new brand ‘Editions’ to Chennai-based ad agency 1pointsize. Editions sells luxury pens and a range of high-end writing instrument accessories. The company has set aside a marketing budget of Rs 80 lakh to Rs 1 crore over the next one year to promote Editions stores across the metros.
TS Ashwin, Managing Director, Odyssey India, said, “Editions is an exclusive store for premium international and luxury pens. We are the sole licensee in India for stellar brands like Visconti (Italy), Curtis (Australia), Kynsey (Italy), Krone (Italy), Franklin-Christoph (USA), David Oscarson (USA), Diplomat (UK), Waldmann (Germany), Think (Italy), Stipula (Italy), and many more renowned names. So, we needed a communications partner with a good sense of aesthetics and a penchant for creating classy work for luxury products. 1pointsize has all these qualities. That’s why we had no hesitation in choosing them as our ad agency.”
Elated over the win, Sharad Haksar, CEO, 1pointsize, said, “Editions is right up our alley, because creating luxury advertising comes naturally to us and we relish the challenge of building brands from scratch. So, I see exciting times ahead.”
Odyssey India already has Editions stores in Chennai and Hyderabad. The company is planning to roll out more stores in cities like Bangalore, Delhi and Mumbai shortly.
Odyssey will be doing targeted, niche marketing exercises, which would be in the form of direct mailing and events. “Apart from that, we would be advertising on national lifestyle magazines, where the readership is the kind of crowd who also buys such luxury products. We would be also doing select events periodically, informed Ashwin.
The year 2010 is proving to be a year of new business for 1pointsize. The creative hotshop recently landed Anval, an Australian company reputed for its products in bulk material handling.