Top Story

e4m_logo.png

Home >> Advertising >> Article

Donear Industries searches for agency to handle Rs 10-crore creative account

22-February-2005
Font Size   16
Donear Industries searches for agency to handle Rs 10-crore creative account

Donear Industries is on the prowl for a creative agency to handle its estimated Rs 10-crore creative account. The suitings major has already invited O&M, McCann & Percept for the pitch (due in around two weeks from now). The rounds would include credentials in addition to a tactical presentation on the brand and its positioning vis-à-vis competition. Donear has ambitious plans to sustain growth by expanding its distributor’s network for various brands and is also evaluating exclusive showrooms in key cities across the country. The brand has worked in close collaboration with agencies such as Everest, Publicis and Interact Vision in the past. Its last agency was Interact Vision before it closed the Mumbai operations.

Rajeev Singh, Manager, Marketing & Corporate Communications, Donear, said, “We are on the lookout for a creative agency which understands Donear as a brand, and can devise a strategy-oriented creative campaign which bolsters our position in the market vis-à-vis competition. Past experience on a textile brand would help greatly, because I sincerely believe that the business of textile works like no other. Our requirement is for cutting edge creative solutions, which stand apart from the clichéd version of suitings brands. The business of textile changes far more rapid than any other kind of business and you have to constantly reinvent on the brand. That is why we require a fresh agency with a fresh perspective.”

What about the media part of the account? Singh said, “Till now we were handling our media requirements internally but if we come across a media agency which can help us tap the right channels for our campaign and can guarantee efficiency and less of wastage, why not? We are looking at enhanced decibels in the market which is why the right media agency could make all the difference.”

As an immediate requirement, Donear is looking for a television-centric campaign, supplemented with outdoor activity. The brand is embarking on a major marketing blitz particularly in the South where the company’s sales are relatively less compared to other regions. The company claims registering high growth rates in the range of 35-40 per cent annually over the last six years. In addition, there is an internal target of reaching the Rs 500-crore turnover mark in the next four years. The branded market accounts for about 30 per cent of the country's textile market, and Donear accounts for about 20 per cent of this.

Donear Industries, which currently has a capacity of 1.2 million metres per month for terry wool and polyester viscose, has also decided to take up capacity expansion at its existing location, Silvassa, at a cost of Rs 20 crore. The company expects to add another 0.4 million metres per month capacity, taking the total to 1.6 million metres. In addition, Donear Industries is setting up a Greenfield textile project at an investment of around Rs 150 crore to be operational in the next six months or so.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

Azhar Iqubal, co-founder of Inshorts, expresses his views on how shorter form of content is preferred more over the in-depth stories and has also focused on how mobile has become the effective medium to target consumers

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow

While domestic and international brands are competing for a bigger pie of the growing digital content market, Reliance Jio with its Jio Studios has added a new dimension to this competition.

At the Ad Club Knowledge series event in association with Hindustan Times presented an interactive session with Chandramouli Venkatesan, CEO (special projects) - ‎Pidilite Industries Limited, on his b...