Euro RSCG’s Chennai office has bagged the creative and media duties for Areeba, a men’s wear brand from Chennai-based Wooltop Weaves. The Areeba range is scheduled for formal launch in the Indian market in October 2005.
Mohammed Riyaz, MD, Wooltop Weaves, said, “We have over three decades’ experience in men’s wear by exporting to markets in the US and UK. With the Indian market maturing, we would like to make available the latest trends in men’s wear here as well. We were looking for an agency that shared the same values and convert them to communication triggers. Euro was excited about the brand and the communication it developed fitted the bill.”
A part of AI Enterprises, a garment exporter to the US and UK markets, Wooltop Weaves will offer casual wear shirts and trousers under the Areeba brand name, ‘with clean lines that show a lot of detail’. This product line is already being exported, and the Areeba brand was soft-launched in some of the South markets a few months ago. The parent company has been around in the fabric and garment exports space since 1983.
Euro RSCG has been assigned the task of building the brand in time for an aggressive retail push. According to the agency, its retail expertise and the work developed for Areeba had clinched the account in its favour.
Subramanian Hariharan, GM, Euro RSCG Chennai, said, “The challenge for us is to make Areeba spoken of in the same breath as other top men’s wear brands during the consideration process. We are confident of achieving this as we understand the Prosumer of today.”
The agency’s proprietary tool, a Prosumer (short for proactive consumer) survey done in the Indian market was used to develop communication and strategic routes for Areeba. This included an in-depth analysis of the category as well as shifts and trends in the apparel industry. Based on the findings, the agency has developed a concept that would form the core of the communication.
The campaign, which is expected to break in the first week of October, starts with the Chennai market and is slated to hit other cities and towns in the second phase. Areeba plans to launch in Chennai, followed by Tamil Nadu, and will then go on to the Kerala and Karnataka markets.