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Trigger jeans is all set for an image makeover. The spends on this business are estimated to be in the range of Rs 10 crore
Tribe 10, Chennai, has won the creative duties for Trigger jeans (KG Jeans). The business, estimated to be around Rs 10 crore, has been won after a multi-agency pitch. Six agencies were initially called to pitch for this business, but out of these, only three were finally asked to make presentations. Till about two years ago, the account was handled by Mudra, Bangalore.
Since then, Trigger, which used to advertise heavily on television as well as in print, has been keeping a low profile. Now that the denim market has been seeing huge growth, the brand plans to make a comeback and take Trigger to the fashion platform. Trigger was earlier a mass brand. Tribe 10’s mandate will be to completely revamp and revive the brand.
Trigger jeans to get a makeover |
Rajani Nair, creative director, Tribe 10, says, “Trigger needs an image makeover to make a comeback in the market. It has been present in the market for really long, but as a mass brand. Our initiative will be to take it onto a fashion platform.”
Adds N Rajha Gopalan, head, marketing, KG Jeans, “Tribe 10 has been hired to do a brand image makeover. We liked the fresh perspective that they brought in for the brand. The idea now is to position Trigger as a value and vibrant brand. Post October, the brand will make an appearance on television as well. Right now, besides building our network, we are looking at retailing consolidation.”
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