Grey Worldwide, Chennai has been assigned the creative duties for Crocodile, a Singapore-based apparels brand. The account size is pegged in the region of Rs 3 crore. The incumbent agency, IB&W, which has been handling both creative and media duties, will continue to handle the media duties of Crocodile Products Pvt Ltd.
Confirming the development, Sanjay Chandrasekar, Vice-president, Operations, Crocodile International, said “Four agencies, including a few top agencies, had pitched for the account, but we found the creative strategy of Grey better than others. Grey’s presentation also suited our requirement of rebranding.”
Chandrasekar further said, “Coimbatore-based SP Apparels Ltd, a leading 3-star export house in India, took controlling stake of 60.14 per cent in Crocodile Products in May 2006. This is a joint venture between Crocodile International and SP Apparels Ltd. We plan to open 30 exclusive stores, which would be operated by the company. We also plan to add 150 franchise operated stores in the coming years.”
Crocodile International was set up in 1947. Crocodile has several retail outlets in South India and is developing a more aggressive brand presence in Maharashtra and North India. Crocodile started out as a menswear brand, but has slowly diversified into the accessories, footwear and the children’s wear market. At present, Crocodile is also into lifestyle accessories such as leather goods, footwear, wallets, shoes, handkerchiefs and innerwear.
The Crocodile brand has its presence in various regions in Asia. At present, there are over 50 different licensees across Asia, marketing and distributing a range of products under the Crocodile brand. In 2002, Images Fashion Award conferred the Hall of Fame award on Crocodile International for the ‘Most Admired Exclusive Brand Retail Chain’ in India.