The Kolkata-based hosiery and undergarment manufacturer, Rupa & Co has decided to shift its advertising account from JWT to the Bates Group.
However, within the Bates Group, it will be its marketing communications division, 141 Worldwide, that is expected to handle the Rupa account.
Mr Rajiv Agarwal, MD & CEO, Bates India, told that, "We have got the Rupa account, but instead of the mainline agency of Bates, it will be our other division, 141, which will be working on the brand."
However, Rupa is yet to decide whether to shift its media buying and planning under the Bates umbrella as well. "Currently, we are discussing whether media buying would get shifted as well," said Mr Agarwal, without disclosing the size of the account.
141 Worldwide is headquartered in Kolkata and will handle both the Rupa and Euro brands from the same company. Describing itself as a "through-the-line marketing division" within the Bates Group, 141 Worldwide offers direct and interactive communication services. It was set up as a separate division with the purpose of stressing on the importance of point of contact with consumers, especially in categories such as liquor and tobacco, especially for its client ITC.
Rupa had made its foray into the premium segment with its Euro brand of briefs three years ago. According to company officials, "Today the brand has even started nudging an international brand like Jockey in its segment. Euro today occupies 20 per cent share of the market, and the company is looking at taking this figure much higher in the next couple of years."
The company is also looking at disassociating Rupa from Euro, and going into retail distribution from its existing wholesale framework.
In order to take the brand to new heights, Rupa has chalked out a series of initiatives to garner a large chunk of the organised, premium innerwear market. It recently roped in ad guru Mr Alyque Padamsee as advertising and marketing consultant. He has been given the mandate of revamping the brand and enhance its premium image, making Euro a more stylish and upmarket brand.