headquartered Arvind Brands has awarded its creative duties to Maxus. The business will be handled by the agency's Bangalore branch.
Although there was no formal pitch called for the business, the business moved to Maxus only after quite a few agencies were evaluated independently. The range of Arvind Brands includes names such as Flying Machine, Newport, Ruf & Tuf and Excalibur. The size of the account is around Rs 15-20 crore.
The Media Edge (TME) was the incumbent agency for the brand. It is learnt that Arvind Brands was on the look-out for a bigger media agency because it is in the process of expanding and launching new brands.
According to J Suresh, COO, Arvind Brands, Maxus had a deep understanding of their consumer segments. "We are confident that Maxus has the ability to implement a 360 degree solution for our advertising campaigns," he says.
The agency presented a pseudo media plan on the existing brands. As of now, Maxus does not handle any other apparel brand and it will get to work on a new category with this account.
However, the agency has had the experience of handling youth brands such as Titan FastTrack.
"Although the TG for Titan FastTrack and Arvind Brands is similar in nature, the approach to each, based on hierarchy of purchases, will be different," explains Sriram Sharma, general manager, Maxus, Bangalore.
Sharma is of the opinion that Maxus' in-depth analysis of each category, thorough insights and experience with other youth-oriented brands helped it in its presentation.
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