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Indigo Nation positions Contra Formals as formal dressing for under-30 segment

09-April-2005
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Indigo Nation positions Contra Formals as formal dressing for under-30 segment

Indus League, owners of the Indigo Nation brand, has positioned its new range, Contra Formals, as formal dressing for men below 30 years. The tag says it all -- ' Dress Young When You are Young'. As no major formal wear brand has exclusively targeted the niche segment of 20-30 years, this is the space that Indus League aims to tap.

Elaborating on the vision behind the range, Arun Sirdeshmukh, Head-Marketing, Indus League, told exchange4media, "There are no brands that target the younger generation as far as formal clothing is concerned. People don't have much of an option. They wear the same brands irrelevant of their age." He observed that this is the reason why in most cases a father and son are wearing the same kind of formal clothes. "Contra Formal intends to change that mindset and therefore has introduced clean and crisp dressing for the young in our society," he said.

Sirdeshmukh also pointed out that unlike the 90s which witnessed relaxed dressing at the workplace, "today corporate houses are moving more towards formal wear".

With a series of print campaigns in line, Indus League has already come out with its first print ad in major newspapers last week. Every ad in this series will have a new face to retain freshness and surprise value, Sirdeshmukh said. Billboards would also be used extensively, he added.

Contra Formal's specially designed campaign was also flashed on the big screen at the Chinnaswamy Stadium throughout the India-Pakistan Test match held recently in Bangalore. The campaign was developed by Temple.

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