Trigger Apparel Ltd has appointed Tribe 10, Chennai for the creative duties for Trigger Jeans following a multi-agency pitch. The size of the business is estimated to be in the region of Rs 2 to 3 crore. Out of the six agencies that were invited for the pitch, three agencies were asked to make the final presentations. Mudra, Bangalore is the incumbent agency.
Dismissing the report published on some advertising site, N Rajha Gopalan, Head-Marketing, Trigger Apparel Ltd, said, “We have roped in Tribe 10, Chennai as a creative solution provider for our Trigger Jeans brand. Over a period of two to three months, we will be coming up with a lot of new brands, besides taking Trigger as a public limited company. Therefore, one agency cannot satisfy us. We will have about two to three agencies on board for each of the upcoming brands and each would have a share of Rs 2 to 3 crore of our total brand spend of Rs 10 crore.”
Speaking about the role of Tribe 10, Gopalan said, “Trigger Apparel Ltd has a product development cell and Tribe 10 will be assisting this cell for communication strategy and would do a makeover of Trigger, in terms of its presentation.”
Gopalan said that Tribe 10 would also help Trigger Jeans in making a proper presentation to the trade as Trigger Apparel has a trade-link business, and added that Trigger Apparel does not intend to bring major communication. “We are thinking only about consolidation now, and therefore we are always looking at various creative options that can help us in making our brand more vibrant and take us to the next level.”
The annual turnover of Trigger Apparel Ltd is Rs 100 crore and the company intends to spend about 10 per cent of its turnover on brand spend. Trigger Apparel will be launching a brand called Jog in October. “We will be also launching a boutique brand which will be sold through invitation and will be available in very selective outlets,” Gopalan added.