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Liberty Shoes earmarks Rs 6 cr for ad campaign

19-September-2002
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Liberty Shoes earmarks Rs 6 cr for ad campaign

The low-key Rs 300-crore Liberty Shoes Ltd., is now making an attempt to get back in the reckoning. While additional investments have been frozen for the time being, the company has embarked on an exercise meant to `gauge the consumer's response' to its brand.

Ending a three-year, self-imposed advertising hiatus, Liberty Shoes has now allocated a budget of Rs 6 crore for a four-month-long, multi-media ad campaign.

The advertising, scheduled to run on television, print and radio, has been created by Montage.

The company had reduced production costs, trimmed inventories and slashed advertising budgets.

The company is examining the possibility of entering into distribution or marketing tie-ups with foreign brands. However, no concrete plans have been finalised in this regard. Liberty is being retailed through 8,000 multi-brand outlets in addition to 350 exclusive stores.

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