Top Story

e4m_logo.png

Home >> Advertising >> Article

Grey Worldwide, Chennai bags creative mandate for Crocodile

23-November-2006
Font Size   16
Grey Worldwide, Chennai bags creative mandate for Crocodile

Grey Worldwide, Chennai has been assigned the creative duties for Crocodile, a Singapore-based apparels brand. The account size is pegged in the region of Rs 3 crore. The incumbent agency, IB&W, which has been handling both creative and media duties, will continue to handle the media duties of Crocodile Products Pvt Ltd.

Confirming the development, Sanjay Chandrasekar, Vice-president, Operations, Crocodile International, said “Four agencies, including a few top agencies, had pitched for the account, but we found the creative strategy of Grey better than others. Grey’s presentation also suited our requirement of rebranding.”

Chandrasekar further said, “Coimbatore-based SP Apparels Ltd, a leading 3-star export house in India, took controlling stake of 60.14 per cent in Crocodile Products in May 2006. This is a joint venture between Crocodile International and SP Apparels Ltd. We plan to open 30 exclusive stores, which would be operated by the company. We also plan to add 150 franchise operated stores in the coming years.”

Crocodile International was set up in 1947. Crocodile has several retail outlets in South India and is developing a more aggressive brand presence in Maharashtra and North India. Crocodile started out as a menswear brand, but has slowly diversified into the accessories, footwear and the children’s wear market. At present, Crocodile is also into lifestyle accessories such as leather goods, footwear, wallets, shoes, handkerchiefs and innerwear.

The Crocodile brand has its presence in various regions in Asia. At present, there are over 50 different licensees across Asia, marketing and distributing a range of products under the Crocodile brand. In 2002, Images Fashion Award conferred the Hall of Fame award on Crocodile International for the ‘Most Admired Exclusive Brand Retail Chain’ in India.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...