Future Brands is bullish about its menswear brand John Miller. The plans to make the brand a Rs 100-crore entity in 2008-09 and will be embarking on a new television campaign in February 2009. Future Brands also opened its exclusive John Miller retail showroom at Kalaghoda, Mumbai, on October 23. The ad support would be provided by Pickles Agency, the sister-concern of Lintas India, and ZenithOptmedia, which is handling the media duties.
Santosh Desai, MD and CEO, Future Brands, said, “The success of John Miller is a strong reinforcement of the success of our business model, which revolves around creating and nurturing brands. The brand is en route to becoming a Rs 100-crore entity by 2008-09. This demonstrates the returns that investments give in bringing consumer insights. We have evolved from a private label to an exclusive showroom.”
Atulit Saxena, CEO - Brands, Future Brands, said, “Our main focus is to aggressively take forward our distribution and expansion plans. We are targetting men in the 25-30 age group, who are waving a path forward with a new set of ideologies.”
Talking about the brand philosophy, Saxena said, “John Miller acknowledges the democratisation of competency. There is a world of a difference between a hard-worker and a smart-worker. Today, spontaneity is the rule of the game. This is the brand proposition of John Miller.”
“We had embarked on the ‘Good looking rascal’ campaign last year to accentuate the belief that talent resides in one’s own self. This year, the ad spend would be around Rs 30 crore. We plan to come up with a television campaign in February 2009. At present, we are leveraging our strengths through in-store activations,” Saxena added.
John Miller is available at all Pantaloons and Central stores and is also being distributed through leading multi-brand outlets.