VIP Undergarments, the flagship brand of Maxwell Industries, has a change in its creative agency. VIP has moved its business from Lowe to Contract Advertising. Contract will now handle all the three sub-brands under the VIP label -- VIP Frenchie, VIP Frenchie X and VIP Feelings. The account is pegged upwards of Rs 10 crore.
For the record, MediaCom continues to handle the media duties of VIP Undergarments.
Even as official comments were not forthcoming at the time of filing the story, Maxwell sources confirm the development. The business was handed to Lowe in the wake of a multi-agency pitch in September 2006, prior to which it was with O&M for over five years. Sources in the know inform that no pitch was called before this development.