The Media Edge bags Rs 25 crore Arvind Brands biz

Bangalore-based apparel major Arvind Brands has decided to move its entiremedia planning and buying responsibilities to The Media Edge. The Arvind Brands business is estimated to be worth about Rs 25 crore.

With a robust portfolio of foreign and homegrown brands, which include Arrow, Lee, Tommy Hilfiger, Wrangler, Newport, Ruf & Tuff, and Excalibur, Arvind is one of the leading players in the branded apparels arena.

The business moves to TME from MediaCom. The apparel sector is amongst India's fastest growing categories.

About the decision to appoint TME, Darshan Mehta, president, Arvind Brands, said, "We are delighted to award The Media Edge with the media responsibilities for Arvind Brands. We were particularly impressed with the strategic approach demonstrated by TME through the use of proprietary tools like Brand Asset Valuator (BAV) and Navigator."

Divya Gupta, President, The Media Edge said, “This is a significant gain for TME and we are extremely proud and delighted. We demonstrated our strategic approach and our capabilities in providing holistic media solutions. Connecting brands with consumers requires management of a complex interplay of channels and disciplines. Consumers do not necessarily differentiate between media channels and disciplines. The challenge is to identify and evolve ways to engage and intercept the consumer in a relevant way."

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