Close on the heels of the movement of casual wear brand Parx’s advertising account to Dentsu Marcom, the Raymond Group has decided to shift the advertising duties of its premium fashion label Be: to Dentsu as well. Dentsu Marcom already handles Park Avenue for the Group. Ambience Publicis is the incumbent agency for Be:. The new campaign for Be: for Spring Summer ’06 is already in execution.
Moving the media and creative duties to Dentsu comes in the wake of Raymond Group’s decision to focus more on female customers under its pret line Be:. This change in strategy is also a part of the overall plan to double Be:’s turnover from the current Rs 9 crore in a year. Though Be: has a multi city presence with 15 stores in India, the intention is to double the number of exclusive Be: retail outlets.
Commenting on the Be: account win, Sandeep Goyal, Chairman, Dentsu India, said, “Be: is a pioneer brand, a trend setter in its category, and we are privileged that the Raymond Group has placed its faith in us to take Be: to its next level of market conquest.”
Ashish Dabral, Vice-President, Dentsu Marcom Mumbai, said, “Be: is a beautiful brand to work on. The balance between chic and contemporary against comfortable and confident is what makes Be: a great marketing challenge. I am sure my colleague, Adrian Mendonza, and his team will do some great stuff in communication for Be:.”
Be: also has an international presence with two stores in Dubai. The premium fashion label was launched in 2001 as a novel project, where a textile player teamed up with fashion designers. Various designers, including Rohit Bal, Rina Shah, Savio Jon and Wendell Rodricks, have contributed to the Be: label. Its products cater to all customer segments. The brand is today poised for enhancing its customer catchment to a much larger universe, both through larger retail presence and a more diversified product offering.