Communications, Mumbai, has won the creative duties for Cambridge Apparels. As per industry estimates, the size of the business is around Rs 1 crore. The incumbent agency was MX Advertising.
Prashant Bhatia, partner, Cambridge Enterprises, says, "We were on the lookout for an agency that offers us strategic inputs as opposed to purely creative work, which is one area where we were dissatisfied with MX Advertising. Wavelength Communications provided us with an interesting perspective on our brand."
Kajori Jain, business development manager, Wavelength Communications, Mumbai, remarks, "We showcased a brand positioning that was completely different from what Cambridge has established itself in so far. A combination of strategy and creativity won us the business."
The media mix for the new campaign will involve mainly print, followed by radio.
For the record, Cambridge Enterprises (which manufactures Cambridge Apparels) is a 45 year old, Mumbai based company. It has outlets in Maharashtra, Gujarat, Karnataka, Andhra Pradesh, Kerala, Tamil Nadu and West Bengal. It also has a strong presence in the Middle East.
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