Natalia, the Chennai-based womenswear brand, has entrusted its creative duties to Percept H, while Carat is expected to handle the media duties. The pitch process has been on since May this year, and at least two other agencies are said to have been in the fray.
Confirming the win, Suresh Mohankumar, Branch Director, Percept H, Chennai, said, “It is one of the longest pitches we have been involved in, and we are happy to have a client of this nature. It’s a very good national brand, and one of the few focused exclusive western womenswear brands around now. There’s a huge opportunity.”
The brand is looking at increasing its presence in existing and new cities through exclusive and multi-brand outlets. Targeted at the 22-plus age group, the brand addresses ‘active’ women. Clearly, the focus is not on the adolescent crowd.
The first campaign for Natalia by Percept H will break in January or February 2006. Elaborating on the new campaign, Mohankumar said, “We found that the earlier advertising was such that the audience didn’t see themselves in the campaign. We didn’t want to get into the ‘catalogue-ish’, no-attitude advertising. While we are not saying that we will ride on sex appeal, we will definitely ensure that there is a campaign that addresses real women, with real emotions, with realistic attitude.”
With the number of working women increasing, he added that it was perhaps the right time to get working on the brand. After a month’s fine-tuning of the final creative, the agency is now set to roll out the summer campaign.
“Natalia has always been a western women’s wear brand. It has been around since the late 1990’s or early 2000. It was a brand slightly ahead of its time, one felt. Now is the right time for a brand with its positioning to expand the market. Today, there are more women who are extremely confident of who they are,” added Mohankumar.
The brand will also look at increasing its presence in malls it is present in already, and look to make forays into newer malls, too, across cities.
Around a month back, Percept H Chennai had bagged the VVS Oil account. It also does work on Amrutanjan, Isha Homes, My TVS and Lucas.