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Latitude 23 bags new female apparel brand Femella

Latitude 23 bags new female apparel brand Femella

Author | Rosy Ngaihte | Saturday, Feb 02,2008 7:50 AM

Latitude 23 bags new female apparel brand Femella

Latitude 23 Communications has won the creative and media duties of women’s apparel brand Femella following a multi-agency pitch. Femella, a brand belonging to Ritesh Properties & Industries, will be launched in the Capital on February 2.

Commenting on the win, Naresh Sharma, CEO, Latitude 23, said, “We were chosen among all the agencies because we were different in our media and strategy approach. The brand stands for its creative design and affordability, and we were able to project an aspirational element to it.”

Sharma further said, “The print advertisement will break in all major newspapers from February 2. The radio campaigns will be aired in a couple of weeks’ time, while a TVC is also in the pipeline. We have also designed a microsite for Femella. Moreover, there will be fashion shows to promote the brand. We will be conducting a model hunt, where the winning model would get a year-long contact with Femella.”

Sanjeev Arora, MD, Ritesh Properties and Industries, said, “We selected Latitude 23 because they are an easy agency to work with and they are professional in their approach.”

Femella is a ready-to-wear Indian contemporary fashion apparel brand for women. Designed by fashion designer Kamna Seth, the label will be sold through exclusive retail outlets. Femella targets the urban working woman with high disposable income.

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