Dress the Jassi way: Satya Paul launches new range of attire

Dress the Jassi way: Satya Paul launches new range of attire

Author | Malini Menon | Tuesday, Sep 14,2004 8:22 AM

Dress the Jassi way: Satya Paul launches new range of attire

If the ‘K’ series soaps have their women decked up in choicest of sarees and jewellery, now watch out for the crew of ‘Jassi Jaisi Koi Nahin’ sporting the Satya Paul collection. The leading designer group specialising in women’s wear, is launching its exclusively designed range of garments for ‘Jassi…’, the popular show on Sony.

The collection unveiled on air during the first anniversary episodes of the serial would now be available in Satya Paul and Shopper’s Stop outlets across the country.

Nalini Gupta, spokesperson and COO, said: “The prêt line is extremely accessible and affordable and Jassi fans will now be able to wear the exclusive creations that their favourite stars wear on the show.”

On the reason for associating the brand with Jassi, Sanjay Kapoor, MD, said: “We are providing a range for the working women. Jassi is a hard working, conscientious woman who symbolises integrity and honesty. These were the qualities that we wanted to see in our brand as well. Jassi’s wardrobe is an expression of the substance she symbolises and that’s the kind of rub-off we were looking at.”

Satya Paul is planning a campaign that would use both print and the electronic medium and would be produced in-house, informed Kapoor. Asked on what kind of returns do they expect, he said: “We are looking for general brand awareness and also looking at making our brand go global.”

On the label’s growth, he said: “It has been extremely gratifying, especially through the period till the early 90s during which the brand was leading. The next few years were spent in consolidating ourselves, reassessing and restructuring. The label’s growth has been strong especially in the domestic sector, even as new directions were discovered and new goals were set keeping in mind the changing market needs.”

Sunil Lulla, Executive VP, SET, said: “We find the initiative innovative. The TV show has been made more real for the viewers in this way.”

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