Bangalore-based agency Happy has been entrusted with creative duties for Diesel in India. The globally renowned fashion label, celebrated for its outstanding and unconventional work, is entering the Indian market through a joint venture with Reliance Brands Ltd and will be known as Diesel Fashion India Reliance Pvt Ltd. Happy won the business after a closed pitch process that involved only creative boutiques from across the country.
The agency has already started work on the brand and is busy working on the launch plans for Diesel’s foray into India. Diesel will also introduce their latest global campaign in the Indian market, which is sure to set the tone for the brand in this part of the world.
Kartik Iyer and Praveen Das, Directors/ Co-founders of Happy, are excited and are promising fireworks. “It’s been a dream to work on Diesel from the day we knew of the brand. It’s even more encouraging to know that our ideas matched the tone and energy of the brand, as it stands today. Also, Diesel India has a really cool team here, which just makes things a lot more fun at work,” said Iyer and Das. “We’re so excited, it feels stupid,” exclained Iyer.
Reliance Brands is even more enthusiastic about the launch, considering Diesel’s iconic status in the global fashion space. As Darshan Mehta, CEO, Reliance Brands, put it, “In Happy, we found creative partners who best understand and resonate the Diesel DNA. What we love the most about them is their freshness of approach; they truly push the envelope, and in the process, me and my team, too.”
Diesel has a cult following across the globe, and it’s no different in India. Diesel will be launched over spring/ summer 2010. The campaign promises to be entertaining through its untypical messaging, which has been the hallmark of the Diesel.
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