Top Story

e4m_logo.png

Home >> Advertising >> Article

O&M Bangalore bags Rs 6-7 crore Levi’s mass market brand Signature

06-December-2004
Font Size   16
Share
O&M Bangalore bags Rs 6-7 crore Levi’s mass market brand Signature

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.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...