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Bates Bangalore wins MAS Holdings' lingerie business

05-February-2007
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Bates Bangalore wins MAS Holdings' lingerie business

Bates Enterprise, Bangalore, has won the advertising duties for MAS Holdings' lingerie retail business in a recent pitch, which saw the participation of agencies like JWT, RK Swamy/BBDO, Orchard, Mudra, and Lowe, besides Bates.

MAS Holdings is a Sri Lankan group having manufacturing plants internationally. They have been in the manufacturing segment for the past 20 years, and manufacture products for brands like Victoria's Secret, Triumph, Marks and Spencer, Nike, Adidas, Lane Bryant, GAP, Old Navy, Banana Republic and Speedo. It has a $700 million turnover.

Commenting on the account win, Ashok Vidyasagar, Senior Vice-President, Bates, Bangalore, said, "For us this win was truly the result of having understood the Indian woman what drives her. Insights in the lingerie space are not so easy to unravel. However, we did our homework and provided the client with compelling strategic direction using our proprietary planning tool, 'Change Point Planning'. Our creative work was equally matching. It stemmed from the key strategic idea and all in the entire client saw value in what we told them."

Subhash Kamath, CEO, Bates, Enterprise, said, "This was one of those wonderful pitches where everything worked brilliantly from start to finish. The client was very encouraging and focused in his brief. And all the teams – planning, servicing and creative – came together beautifully to produce some outstanding ideas. This is easily one of the most satisfying wins we've had in recent times."

Speaking on the reasons of choosing Bates Enterprise, John Chiramel, Country Director, MAS Holdings, said, "The strategy and the creative to meet the challenges of lingerie marketing in India were very necessary. Between the six contenders, Bates came up with the best winning proposition for us."

Dexter Bob, CEO, Massai Trades (MAS Holdings' retail venture), said, "Bates understood the consumer as well as our product strategy, and connected the two meaningfully. They were a cut above the rest in their ability to bring it all together. We are looking for a long and significant relationship with them in the process of building our brand."

The brand advertising will be worth Rs 4-5 crore and handled in a phased manner. It will be launched formally through a retail format .The brand will be present in key cities and will cater to the top end of the market with a range of premium lingerie.

Some of the clients handled by Bates Enterprise include Titan's Xylys; World of Titan, the retail arm of Titan; Weekender; Weekender Kids; and Taj West End, among others.

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