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Innerwear brand Smash shifts creative duties to be positive 24

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Innerwear brand Smash shifts creative duties to be positive 24

Smash, the innerwear brand from the Rs 220-crore Tirupur-based Royal Classic Group, has shifted its creative duties to Chennai-based shop, be positive 24. The makers of Classic Polo introduced Smash innerwear in the market in April 2005 and are targeting Rs 60-70 crore for the brand in the next two years.

There was no pitch involved in the account movement, and Hakuhodo Percept, which continues to handle the creative duties of Classic Polo men’s wear, previously handled the Smash brand. Initiative Media handles the media duties of both the brands.

Speaking to exchange4media, Usha Periasamy, Brand Manager-Smash, said, “We have a different set of plans for Smash now. We wanted to focus more on the brand and give it a fresh look, and we felt it was better to entrust the two brands to two different agencies. Now, we have launched a national campaign for Smash, and the target is to make it a Rs 60-70 crore brand in the next two years.”

The new creative for Smash innerwear has been released from February 26, with print ads across publications, including editions of The Hindu, Bombay Times, Sakal, Navbharat and Gujarat Samachar. The ads will be extended to magazines, too, including Sportstar, in due course.

Elaborating on the creative approach to the brand Smash, Abishek D Shah, Managing Partner, be positive 24, said, “We wanted to position Smash innerwear with a strong lifestyle slant, and with an attitude the TG can relate to. The attempt will be to distinguish Smash through the creative from the typical innerwear category.”

Phase one of the campaign is now on, and this will engage the print media. Phase two will see the brand hitting outdoors, and subsequently, television advertising will commence. Radio is another avenue that the brand will employ to reach out to audiences. Currently, the creative goes with the idea, ‘She’ll do anything to see you in one’.

Commenting on the win, Sandeep Makam, the other partner of be positive 24, said, “We are mighty pleased with this win. We are a 40-day old shop, and we’ve lived up to our own expectations. Smash is the first national brand that has entrusted us with their communication duties. The challenge is to grow from here on, and ensure that the existing clients get their due.”

On the media spend planned for Smash innerwear, Periasamy said that Royal Classic was in the process of arriving at the final media plan and estimated spends.


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