Strauss has set into gear its plans of launching its new mass market jeans label ‘Signature’ in India. The company is looking at tapping the mass market through around 2,000 outlets (as against 400 currently) and with a product price range of Rs 600-900. The new brand requires an entirely different model of sourcing (the company has a vendor base of 10), in addition to marketing and retailing.
Levi Strauss had called for a creative pitch nearly a month ago featuring all the top end agencies, Lowe, Rediffusion, Interface, JWT to name a few. The size of the business is in the region of Rs 6-7 crore. The company required the agencies to make the first round of presentations which included both credentials and strategy. Thereafter, a shortlisting of sorts happened followed by repeated meetings with those agencies. Eight agencies were a part of this particular pitch.
Levi’s Business Head, A Ramani, confirmed that the business had indeed been won by O&M Bangalore. “We have squared on O&M Bangalore, after a multi-agency pitch which featured the best of the best in advertising. O&M was the right choice because they matched our expectations in terms of quality creative, and they had a crystal clear comprehension of our strategy,” he said.
Ramani further said that Signature would be pitted against the likes of Trigger, Newport and Rough & Tough. “It’s necessary that we get an agency which would benchmark our positioning in the market. We are aiming at standard segments; Signature is priced in the Rs 600-900 range and it’s essential that our communication accentuates the same. The ad campaign would break in a month or so, and it would underline our position vis-à-vis the competition,” he informed.