Top Story


Home >> International >> Article

DuPont to unveils $40-m global brand strategy in India

Font Size   16
DuPont to unveils $40-m global brand strategy in India

The Rs 650-crore DuPont India, which promotes lycra in India, is getting ready to roll out a print campaign highlighting the revival of good old jeans. The international campaign in India will be a part of the global advertising currently on, which supports the growing trend and awareness of jeans with Lycra.

The objective of the campaign is to boost the image of Lycra on domestic shores and create a preference towards it; and to support the trade.

The international `Jeans with Lycra' campaign is part of a $40-million global brand advertising strategy that Lycra is investing in this year. The first campaign of its kind for Lycra -- `What do you look for in a great pair of jeans?' -- comprises a $10-million print and television media buy.

The campaign features a series of confident young women and men, portraying jeans as a fashion icon, shot in the backdrop of a relaxed and trendy ambience. American photographer Ruedi Hoffman has executed the print campaign. DuPont India does not intend to adapt or Indianise the campaign for the Asian market.

DuPont India is busy firming up media plans in India to roll out the print campaign. Once the plans are finalised, the company intends to share its strategy with Indian jeans manufacturers. Lycra falls among the top five divisions of DuPont India's 18 business divisions.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...