fashion brand Kappa and Hong Kong based family wear brand Bossini are all set to launch in India this May. The two brands will be marketed in India under a licensing agreement by the Dubai based group, Landmark (owners of the Lifestyle retail chain).
McCann-Erickson, Bangalore, has bagged the creative duties for the two brands. Group M's MindShare, which currently handles Lifestyle, will also handle the media duties for the two accounts.
McCann was selected after a multi-agency pitch that involved two other agencies, Mudra and Bates Enterprise.
The combined size of the business for the two brands is estimated to be Rs 5-6 crore.
On McCann's appointment, Suhrid Devsharma, business head, brands, Landmark Group, remarks, "McCann displayed an in-depth understanding of fashion wear brands and the retail industry. It is the agency's homework on our brand ethos and retail advertising that made us zero in on them."
Dileep Ashoka, vice-president and general manager, McCann-Erickson, Bangalore, adds that McCann possesses the requisite experience in apparel brands because it has handled the launch of Levi's and Dockers in India a few years ago. "Apparel is a difficult and exciting category," he says. "The client really liked the 'young' tonality of our creative work and the feasibility of the idea with reference to its execution."
Although the media mix for the two brands is not clear right now, mass media will definitely play a prominent part.
The Italian brand Kappa, which was launched in 1916, is largely into apparel, followed by sports accessories. It has a presence in over 90 countries and is particularly strong in the European and Chinese markets.
Bossini, on the other hand, is a Hong Kong based brand, targeted at men, women and children. It is a sought after clothing line in markets such as Latin America and the Middle East.
The Landmark Group has plans to bring in several more international apparel brands to India.
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