Fish Eye Creative Solutions
has added three new businesses to its kitty. The Bangalore-based agency has bagged the creative duties for Madura Garment's Planet Fashion and Trouser Town in addition to Mid-Day's Bangalore edition.
The pitch for Planet Fashion and Trouser Town business, which happened in mid-May, had four agencies in the fray. These included JWT, Mudra and M&C Saatchi. Contract, the incumbent agency for Planet Fashion, was also part of the pitch. The combined size of these two businesses is estimated to be Rs 4-5 crore.
Universal McCann handles the media duties for these two accounts.
Planet Fashion is an exclusive retail initiative of Madura Garments, aimed at providing a great shopping experience to the consumer, with over 42 Planet Fashion Showrooms spread across the country. Trouser Town is a chain of branded retail stores exclusively for leg wear, with eight stores in cities such as Vishakhapatnam, Chennai, Bangalore and Mumbai.
Trouser Town, which till recently had products only for males, is now being repositioned as a unisex leg wear store. The company plans to increase the number of its stores, aiming at 50 outlets across the country in the next 3-4 years.
Shobana Nandkumar, retail marketing manager, Madura Garments, says, "Fish Eye also handles the creative duties for SF jeans. They had freshness in their creative work and the understanding of Trouser Town and Planet fashion was hot-shot and cohesive."
"We clearly want to position Trouser Town as a destination store for leg wear, with its service as a speciality, and create a distinct identity for itself, separate from the brands it stocks. Fish Eye was able to map it for us effectively," she adds.
The media mix for Planet Fashion and Trouser Town will consist mainly of outdoor, print, radio and below-the-line activities.
And for the Mid-Day business, there was no formal pitch called for it. Suresh Manian, director, Fish Eye Creative Solutions, says, "Our understanding of the Bangalore as a city was sharp and insightful. We were able to build a comfort level with the client as far as a deeper perspective on the city is concerned." The outdoor campaign for Mid-Day is already out in the Bangalore city.
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