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Rediffusion Y&R bags creative duties of Biba

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Rediffusion Y&R bags creative duties of Biba

Ethnic wear label Biba has awarded its creative duties to Rediffusion Y&R. The mandate will be handled out of the agency’s New Delhi office. The win is attributed to Rediffusion’s credentials and ability to handle the category.

Speaking to exchange4media, Siddharath Bindra, Managing Director, Biba said, “We are happy to give our creative mandate for the upcoming festive-winter 2014 to Rediffusion Y&R. We look forward to an exciting campaign ahead.”

Commenting on the win, Amitava Sinha, Chief Operating Officer, Rediffusion Y&R said, “We at Rediffusion are delighted to work with Biba. Being a fashion brand, our creative team is naturally rearing to go on this. Given their ambitious plans, we look forward to adding value to the brand through both our strategic inputs and cut through creative product. Also, Biba is the first in a series of new business wins that Rediffusion Delhi has achieved in the first quarter of 2014. Expect to hear some more good news from us in the coming weeks.”

The word Biba in Punjabi is an endearment for a young and pretty girl implying sublime qualities; hence, this name was picked up by Meena Bindra, the founder of Biba, for her line of salwar, kameez and dupattas in 1986. Biba’s first standalone store was opened in Inorbit Mall in Malad, Mumbai in 2004 and today the brand has 138 standalone stores across India and plans to reach 150 stores by 2014. Recently, Rohit Bal and Biba joined hands to design the Biba by Rohit Bal collection. With this association, Biba completed its product offering in the premium formal evening and occasional wear segment.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.