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Red Tape shoes ad account shifts to Percept H

26-August-2004
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Red Tape shoes ad account shifts to Percept H

Red Tape, the premium footwear brand from Mirza Tanners, has shifted its advertising account from Publicis India to Percept H in Mumbai. Subsequently, its media buying account has also moved to Carat India.

Without disclosing the size of the account, Mr Rajesh Pant, CEO, Percept H, said, "We intend doubling our ad spend every year. Through a new agency, we intend discovering new things for the Red Tape brand of shoes and make it a fast-forward fashion line in the domestic market."

Incorporating a new baseline, `Fashion For Feet,' Red Tape shoes will also have film star Salman Khan as its new brand ambassador.

Red Tape will soon unleash a TV commercial featuring Salman. Added Mr Pant, "Unlike other stars, Salman does not endorse many brands and has been selective about appearing in ads too often. There are synergies between himself and the Red Tape brand and he is the right fit, we believe."

The company is also considering going beyond shoes. Said Mr Rashid Mirza, Managing Director, Mirza Tanners: "Apart from shoes, we are looking at men's accessories. The brand will also sport a junior collection targeting boys between 8 and 15 years."

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