Karma Communications recently bagged the advertising account for Axiom men's innerwear. Triton Communications was earlier handling the account.
Axiom, a recent entrant into the men's innerwear segment is targeted at the SEC A consumer, and is a premium product. The product is manufactured in collaboration with Compagnia Italiana Intimo, Italy. The new campaign will primarily be a print campaign in regional and national magazines as well as dailies. This will be supplemented by an aggressive direct marketing and promotional exercise.
According to Kireet Manral, MD, Karma Communications, "We bagged the account primarily due to our understanding of the product and media and how best we could leverage the brand image."