Grey Worldwide bags Brandix apparel business

Grey Worldwide has bagged the global integrated communication duties for Brandix, the Sri Lanka based apparel brand. The size of the business is estimated to be around Rs 1 crore.

Brandix has plans to open up a garment manufacturing unit, Apparel City, in Visakhapatnam, Andhra Pradesh, India, in 2006. The facility will enable Brandix to offer a one-stop manufacturing and assembly point for garments, which means it will be able to operate both more quickly and cheaply in supplying garments to branded retailers. Brandix is a supplier of brands such as Victoria’s Secret, Abercrombie and Fitch and Banana Republic.

Says Ajai Vir Singh, general manager and country head, Grey Worldwide, Sri Lanka, “Grey Worldwide will partner Brandix to promote Apparel City in India and its capabilities to key players in the apparel industry across the US, the UK, Hong Kong, Singapore, China and India to generate business and increase investment in the project.”

The proposed Apparel City is being formed through a Memorandum of Understanding between Brandix and the state government of Andhra Pradesh.

The media mix for the new campaign will include customer relationship management (CRM), interactive marketing, public relations, mainstream advertising (primarily print) and media planning and buying. The campaign is expected to break sometime between late November and December 2005 across all the abovementioned countries.

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