aligned all its ready to wear brands with Dentsu Marcom. After moving Park Avenue and Parx to Dentsu, the apparel major has now also given the agency its premium fashion brand, Be:, and its menswear brand, Manzoni. Ambience Publicis was earlier handling Park Avenue, Parx and Be:, whereas Manzoni had never been advertised earlier. The media duties for these brands will also be handled by Dentsu.
"We think Be: is a pioneer brand and a trendsetter in its category," says Sandeep Goyal, chairman, Dentsu India.
Adds Ashish Dabral, vice-president, Dentsu Marcom, "Be: is a great brand to work on. The balance between chic and contemporary against comfortable and confident is what makes Be: a great marketing challenge. I am sure my colleague, Adrian Mendonza, and his team will come up with good creatives for this brand."
The new campaign for Be: for the 'Spring Summer 06' collection is being worked upon, although exact details are not available.
Be: has a multi-city presence with 15 stores in India. It also has an international presence with two stores in Dubai, UAE.
Be: started as a destination store for the upwardly mobile class, with offerings from some of India's finest designers. The brand aims to expand its customer base through a larger retail presence and a more diversified product offering.
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