Out of the Box has bagged the advertising duties of Kanchuki, an intimate wear store. The size of the business is in the region of Rs 2 crore. Meanwhile, the agency has dumped the business of Oswal Group’s Sensa, an intimate wear store, and AO’S, a multi-brand specialty store, citing the unprofessional attitude of the client to be the reason behind this extreme step. They had signed the business in April this year.
Commenting on this development, Viral Pandya, founder of Out of the Box, said, “We had to give up working on Oswal Group’s brands as the association was not creatively satisfying and there were issues that had cropped up. Though we gave up that brand, we have added new business in the same category.”
The communication strategy for Kanchuki would be to influence women with ‘Out of the Box’ creative ideas.
Said Pandya, “We will be focusing on BTL activities, ambience and one-to-one customer programmes to address our target group.”
Besides the new business, Pandya is upbeat about the work that is in the pipeline. The agency is working for The Knowledge Tree, which is an Academy of Teachers’ School Management. The campaign emphasises on the importance and need for trained teachers. They are also working for Presidium School, where the agency has adopted celebrated cartoonist R K Laxman’s works which depict the fact that the USP of the school is that it allows children to be themselves and allows space for their natural growth.
The agency will be launching the theme campaign for Mother’s Pride in mid-July. This claimed Pandya, was an outstanding work, better than even what was done by bigger agencies. There will also be a campaign featuring parenting tips by Sudha Gupta, Chairperson of Mother’s Pride.