multi-agency pitch, CMM Advertising, Chennai, has won the creative and media duties for menswear brand Derby. The brand was being handled by 1pointsize till now. The size of the business is around Rs 1.5 crore.
Gita Nair, vice-president, strategy and planning, CMM Advertising, Chennai, says, "We provided the client with a strategy that was reality oriented and feasible. We researched extensively on the brand and did a background check on what its TG was actually looking for in the brand."
Derby will target 22-35 year old upwardly mobile customers. Earlier, its positioning was 'Be Unusual', thereby reinforcing a certain attitudinal benefit. "However, that has stagnated now and the brand needs to go a step further," Nair says. "We will also add on an emotional connect and a sense of belonging with the brand."
Although Derby is currently predominant in the Southern market, with a presence in Chennai, Bangalore, Hyderabad and Kochi (in addition to Ahmedabad), it is soon going to go pan-India and explore markets such as Delhi, Mumbai and Kolkata in a phased manner. The media mix will consist of press and outdoor primarily, followed by in-store branding, road shows and other below-the-line activities. Television is not being considered at present.
CMM Advertising recently opened its office in Coimbatore and has already registered a win there - the hotel chain, Annapoorna.
In addition, the agency's Kochi branch has bagged a Kerala based real estate brand, called Skyline.
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