Euro RSCG, Chennai, has
bagged the creative duties for Areeba, a South India based menswear brand from Wooltop Weaves. MPG is the AOR.
Although the size of the business could not be ascertained, the account is pegged to be worth approximately Rs 1.5 crore. It is also learnt that around five other agencies were in the fray for the account.
Mohammed Riyaz, MD, Wooltop Weaves, says, "We chose Euro RSCG because it presented a strategy that fulfilled our requirements while communicating about our brand."
He adds, "The market is flooded with men's apparel and one has to be unique and stand out from the rest. This is what we are expecting from our association with Euro RSCG."
Subramanian Hariharan, general manager, Euro RSCG, Chennai, says, "We are still in the phase of deciding the exact strategy for the brand, but we intend to make Areeba a name amongst the premium brands in menswear."
The campaign will begin with outdoor media and then extend to print at a later stage. The entire campaign is scheduled to begin in the first week of October, beginning with the Chennai market, and then moving on to other cities and towns in the second phase.
Wooltop Weaves is a part of AI Enterprises, which is a leading garment exporter to the US and UK markets. Areeba specialises in men's clothing and offers casual wear shirts and trousers with clean lines that show a lot of detail.
Euro RSCG, Chennai, has been assigned the task of building the brand in time for an aggressive retail push and increased distribution strength in South India.
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