Rediffusion DYR, Delhi has won the creative duties for New Balance shoes. The size of the business is Rs 3 crore. New Balance shoes are a leading running and walking shoes brand based in Boston. The shoes brand are launching in the first week of May in India.
Santosh Sood, COO-Regions, Rediffusion DYR, said, “We are looking forward to working with New Balance shoes. We will start servicing the account from next month. Wee will be working on the brand as a whole. We would be working towards the 360-degree angle. It includes print, TV, and outdoors, among others.”
New Balance Shoes, Director, Sales and Marketing, B D Nathani, said, “We are happy to appoint an advertising agency for the first time in India. They will be doing all the creative, releases as well as retail work for us.”
He explained that they would be creating the creative for the initial launch of shoes in print, outdoor, some retail promotions etc. Currently, the shoes are available in Shoppers Stop at Royal Sporting House shoes section. We are doing a tie up with Pantaloon, Lifestyle and major shoe brands like Metro, Regal and Lords.
He added, “We are venturing in to the distribution network so that the brands are available at the multi-brand outlets. The brand doesn’t believe in any celebrity endorsement worldwide. Beckley the fastest bowler uses these shoes.”