Law & Kenneth has been assigned the creative mandate for S Kumars Nationwide Ltd’s new brand for the mass market, called World Player. The win comes on the back of a multi-agency pitch that took place three months ago. The brand is being launched this month and is targeted at small towns and rural areas. Industry sources have pegged the account size at Rs 30 crore for the first year.
Speaking to exchange4media, Anil Nair, President, Law & Kenneth India, said, “We have won India’s first value clothing range for men. We are targeting rural India, where at present the trend is more towards wearing clothes made by local tailors. We aim to convert people to branded wear.”
Nair further said, “We will be carrying out a mega all-India launch by the end of this quarter. It will be a 360-degree initiative involving events, and mass media such as print, TV, OOH, and so on.”
S Kumars Nationwide Ltd is one of India’s leading textile and apparel companies, with expertise in multi-fibre manufacturing. The company has extended its presence in multiple product categories from fabrics to apparels and home textiles across price ranges.
At the premium end, there is Reid & Taylor, which is endorsed by Amitabh Bachchan. In the mid-premium segment, it has Belmonte, which offers a wide range of polyester and viscose blend fabrics for office, leisure and evening wear. Shah Rukh Khan is the brand ambassador for Belmonte.