Dentsu Marcom, Mumbai, has
bagged the advertising duties for Parx. Ambience Publicis used to handle this business, which is pegged to be worth upwards of Rs 10 crore.
With this win, Dentsu has grabbed both of Raymond's ready-to-wear brands, the other one being Park Avenue. The Raymond Group's fabric brands are handled by RK Swamy/BBDO.
As per an official communiqué, Sandeep Goyal, chairman, Dentsu India, says, "In the last one year, we have enjoyed creating some really visible and impactful advertising for Park Avenue. We hope to bring the same commitment, zeal and creative goodness to Parx."
Work on Parx's Spring Summer Campaign for 2006 is already underway and the TVC will go on air next month.
Rajesh Aggarwal, executive director, Dentsu Marcom, reveals that the media mix will be essentially led by print. He adds, "Parx is a trendy and vibrant brand. The new product range and the increasing retail presence of Parx through self-owned outlets will take the brand to the forefront of casual wear in India. We at Dentsu Marcom hope to support the larger vision of the Raymond Group on this."
When asked about strategy, Raymond's official spokesperson declined to divulge any details.
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