Maxwell & #BANNER1 & # Industries' flagship brand VIP Undergarments is not under O&M's custody any more, despite the agency having produced award-winning campaigns for the brand.
The company is now reviewing the creative duties for all its three sub-brands under VIP undergarments - VIP Frenchie, VIP Frenchie X and Feelings. There are three agencies in the fray for this business - Leo Burnett, Lowe and Contract. The development has been confirmed to agencyfaqs! by Anthony Fernandez, marketing head, VIP.
O&M was handling this business for over five years. The reason behind Maxwell looking for another agency could not be ascertained. When agencyfaqs! quizzed Fernandez on this, he declined to comment on it for now. All he said was that he could reveal any such details only after the pitch process is over.
Fernandez also said the pitch was purely a creative one, and there had been no change on the media front; MediaCom will continue to be in charge of VIP undergarments.
Although no official confirmation could be obtained on the size of the business, a senior industry source put it at around Rs 8-10 crore or thereabouts.
A decision on this is expected soon.
© 2006 agencyfaqs!