Cotton County, one of the premier readymade garment companies, has assigned its media duties to Starcom Worldwide. Starcom’s key role would be to define and communicate Cotton County’s brand personalities through strategic, targetted and creative media planning. The account size is estimated to be in the region of Rs 20 crore.
Confirming the development, Tarun Nigam, Executive Director, India-North & Pakistan, Starcom Worldwide, said, “Cotton County is one of the leading players in the readymade garment segment. Moreover, it comes from the Nahar Group, making it that much more prestigious. We are extremely excited to start our relationship with them. The fact that Cotton County chose to work with us without a speculative pitch is a further reassurance to us.”
In the process of communication, Starcom’s media negotiation entity, India Media Exchange, will strive to bring value addition through smart and contextual buying. Starcom’s Delhi office will be handling the account.
A Cotton Century’s spokesperson said, “It is indeed comforting to partner with Starcom. The organisation has not just grown rapidly, but also added a host of new competencies and it still looks that they are well integrated in thought. It is our belief that the need of our business is creative use of multitude of contact points rather than classical media alone, and this is where we look forward to benefiting from Starcom’s depth of knowledge and width of services. Their refreshing approach towards consumer attention that is so media and investment neutral was one of the key motivators for us to make the decision in their favour.”
Cotton County was launched in 2004 by the Rs 2,500-crore Nahar Industrial Enterprises Ltd. With over 400 Cotton County outlets in Tier-II and III cities in North and Central India, Nahar Retail had recently forayed into Southern and Western India.