Following a multi-agency pitch, PerceptH, the advertising arm of Percept Ltd, has bagged the 360-degree media duties for Fruit of the Loom, an international apparel manufacturing company. The account will be serviced out of the agency’s Pune office.
Headquartered at Bowling Green, Kentucky, USA, Fruit of the Loom sells branded apparel to consumers of all ages. Established way back in 1851, the company has today grown to become one of the world’s largest manufacturers and marketers of men’s and boys’ undergarments, women’s and girls’ intimate apparel, printable T-shirts and fleece for the active-wear industry, casual wear and children’s wear. The company sells its products principally under the Fruit of the Loom brand.
Fruit of the Loom will be introducing their premium product line of innerwear and casual wear in India. The brand is already present at select retail points of purchase in Mumbai, Pune and Delhi, and the company is planning to extend their footprint into other major cities across India shortly.
Speaking on the win, Jacob Zachariah, Vice-President, PerceptH, said, “Fruit of the Loom was looking for a 360-degree communications specialist, and we believed that our past expertise in this area could offer them just that. Our creative credentials, backed by our strong brand management skills along with our experience in apparel marketing, helped us win the account. The levels of transparency and trust that the management of Fruit of the Loom shared with us made the entire process easy and enjoyable. We look forward to working closely with the Fruit of the Loom team to create high recall and recognition for the brand across India.”
Shrikant Raghavan, Vice President - Sales & Marketing, Fruit of the Loom India, added here, “Fruit of the Loom brings to India a 158-year legacy of comfort, style and consistent quality – features that have endeared the brand not only to its American customers, but also to an ever increasing, discerning clientele worldwide. Today, Fruit of the Loom is a globally established brand, having made inroads successfully into Europe, China, Japan and East Asia. In India, however, we are relatively unknown, and through our association with PerceptH, we hope to reach our consumers with clear and innovative communication strategies as well as build our brand equity in the Indian market.”
Commenting on the win, Prabhakar Mundkur, CEO, PerceptH, said, “We are very proud to partner with Fruit of the Loom. The company has a fantastic range of comfortable and trendy apparel, and we are sure that with our strategic and creative inputs we will create memorable advertising campaigns that will deliver high recognition and success for the brand in the Indian marketplace.”
The 360-degree communication will encompass ATL communication along with heavy on-ground activation activities to create awareness and lead to purchases.