Sierra Industrial Enterprises, which retails Lotto, a well-known Italian sports brand, and Disney shoes in India, has awarded the businesses to Delhi-based agency De'stiji.
The agency won both these accounts in a multi-agency pitch. Because of a company policy, agency executives were unable to disclose the size of the total business. However, going by the aggressive retail plans for Lotto and Disney, billings are expected to be more than modest.
The Disney shoe brand is borne out a strategic alliance between media giant Walt Disney and Sierra. According to the terms of the agreement, Sierra owns the licence to use the Disney brand to manufacture and market the Disney shoe range in India. Sierra, incidentally, is the distributor of Nike in India.
The Disney shoes range will target children within the age group of a few months to 10 years. The collection, priced between Rs 150 to Rs 850, would include booties, sandals, slippers and sports shoes for boys and girls.
Talking about nature of the task at hand, K Ranjan, director, De'stiji, explains, "We have been appointed to deliver creative, strategy and planning work on both the brands. The objective is to achieve a leadership position in both segments." The media plan would include print and below-the-line activities.
Both Lotto and Disney are going to be retailed through the Bata stores. In fact, the target for the fiscal is to retail Lotto in 120 Bata stores and 600 retail outlets. Disney shoes will be sold in stand-alone stores, besides all Bata stores.
De'stiji, in addition to Lotto and Disney, handles Radico Khaitan, Nexus (a BPO), Wipro Spectramind (BPO), South Gate (Bangalore-based men's apparel brand), Makino Auto Industries, Clorox (fabric bleach), Hershey's and Cryola (crayon company).
Incidentally, De'stiji has also pocketed Punjab-based milk and milk product brand, Uttam. Ranjan says, "We have been signed up for the entire account. That includes creative, strategy, planning, media buying and events." The size of account is in the region of Rs 3 crore.
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