India Ltd has roped in actors Bipasha Basu and Zayed Khan to endorse its retail brand. Around four or five years ago, cricketers Sanath Jayasuriya and Mark and Steve Waugh were associated with the brand. This is the first time the company has roped in two Bollywood stars to endorse the retail brand.
The new†positioning that Pantaloon has taken on is†'Fresh Fashion' in line with its clothing line-up, which is refreshed every six to eight weeks, not the usual twice in a year. Delivering the 'Fresh Fashion' message†well has been ensured by creating a brand pulse around the two actors. Playing upon their fashion quotient and appeal among the youth, this new promotional venture will help the brand to allow its youthful TG a fresh perspective on†its clothing.
Sanjeev Aggarwal, president, marketing, Pantaloon Retail India Ltd, explains the sudden need to rope in the two young Bollywood stars. "Over the last one year, consumer studies have been undertaken to seek the direction to be given to the Pantaloon brand. Out and out, the results pointed out that Indian youth relate to Bollywood, its stars and their sense of fashion. Taking the Bollywood-fashion connection further, getting two celebrities on board was an obvious move," he says.
Will Basu and Khan fit into the brand image to push the retail business? Aggarwal says, "Actress Bipasha Basu is known to have her own distinct sense of style†that appeals to millions. Zayed, on the other hand, has a youthful persona, which we felt could be wielded for our brand."
Basu and Khan will endorse the entire range of Pantaloon garments, all the collections stored under the Pantaloon brand: casual wear, formal wear, Western wear, ethnic wear, party wear and sportswear.
Basu endorses another garment brand, Levi's, but it is learnt that her contract with that retail brand has ended. So, there won't be any conflict between the two brands.
Currently, Basu also endorses Clinic All Clear, while Khan endorses Provogue.†
A multimedia campaign is on the anvil to promote the new tag of clothing. Aggarwal adds that a print campaign will be out next month with a TVC†to be released well before the festive season.†††††††††††††††††††††††††††††††††
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