Maxus has won the media duties for the entire basket of Arvind Brands Limited (ABL). The size of the business is pegged at around Rs 15 crore and will be serviced from Maxus’ Bangalore office. The assignment is effective September 1, 2006. The incumbent agency is The Mediaedge (TME). There was no pitch called for the business.
Said J Suresh, COO, ABL, said, “We had approached Maxus after checking their credential in the market. The deciding factor was their deep understanding of our consumer segments, as well as their ability to bring 360-degree solutions to our advertising campaigns.”
He added, “Maxus gives us the advantage of working with a fairly larger agency which can help in getting syndicated research, working with better tools and also leveraging better rates as the agency is large.”
Maxus was given a brief to draw out the best media option to reach the youth and “arrived male” on two popular Arvind brands. Sriram Sharma, General Manager, Maxus Bangalore, said, “Given the brief, we came upon a strategy to reach the consumers at various touch points. For this our approach was to have a 360-degree communication, especially with a focus on Internet and radio and other new and emerging mediums.”
He added, “The advantage with us is that in the TG of youth and “arrived male”, we already handle clients catering to this category, such as Titan’s Fastrack, Hutch in Mumbai and also Pepsi. Working witch these clients has given us an understanding which came handy while working on the Arvind brief.”
Sharma didn’t divulge details on the media strategy for Arvind Brands as it was still being chalked out. It is learnt that the media mix would be across all pillars of communication but there would be a greater emphasis on new and emerging technologies.
In Bangalore, Maxus’ portfolio includes Titan, Britannia, Himalaya, AMD and MTR.
ABL owns prominent brands such as Flying Machine, Newport and Ruf & Tuf in the jeans category, and Excalibur in shirts. The company also has licences from reputed international brands such as Arrow, Lee, Wrangler and Tommy Hilfiger for the Indian market.