Law & Kenneth Delhi has bagged the creative duties for the Italian jeans brand Rifle Jeans. In India, Indus Clothing Ltd has got the license to manufacture and market the denim brand. The size of the business is pegged to be in the region of Rs 3 crore.
Vishal Gupta, GM, Sales and Marketing, Indus Clothing Ltd, said, “The denim’s USP is its place of origin, Italy, which is known for high fashion. We are now in the process of launching our Fall/Winter collection.”
Aiming at youth, the brand is looking at primarily print and outdoor as the media mix initially. Several ground activities have also been planned and understanding the synergy between youth and music, plans are also afoot to associate the brand with some music concert some time in December.
Charu Bakshi, Branch Head, Law & Kenneth, said, “It is an exciting win for us and we are taking the communication line of ‘the Great Italian Classic’ and using its origin, that is Italy, as the key differentiator for the brand. The advertising would take the 360-degree approach while besides traditional we believe that non-traditional ways of communication has to be used to engage the youth in the environment that they are familiar with.”
There was no pitch involved and the agency had approached the client when they heard of their plans to launch in India.