Reliance Textiles assigns Vimal to Grey Worldwide, media duties to Vibrant

By , agencyfaqs! | In Advertising | October 05, 2006
Grey will play a vital role in reviving the brand's image in the market. According to industry sources, the ad spends are estimated to be Rs 40 crore, of which, initially, Rs 15-20 crore will be spent on brand recall and revival activities. The full-fledged campaign will follow later

The verdict is

out. Reliance Textiles Industries, a part of Mukesh Ambani's Reliance Industries, has finalised Grey Worldwide as the creative agency for its sole apparel brand, Vimal. The media duties have gone to Vibrant, which is Reliance Industries' media AOR. Vibrant is headed by Nikhil Dave.

According to informed industry sources, the size of the business is close to Rs 40 crore. Five or six agencies were in the fray for the business, including Publicis India, Rediffusion DY&R and Bates Enterprise.

For the record, Vimal comprises a range of suitings, shirtings and saris. It was heavily advertised in the 1980s and early 1990s. Popular actresses Jaya Prada and Sridevi were the early endorsers of its sari range, while Kabir Bedi, Deepak Malhotra, Milind Soman, Ravi Shastri and Allan Border used to endorse the menswear range. Back then, the brand - both creative and media duties - was handled by Mudra. In fact, Vimal was one of the brands closest to the heart of AG Krishnamurthy, former chairman and managing director, Mudra Communications. The tag line, 'Only Vimal', was conceptualised by Mudra.

However, from 1998 onwards, the brand receded into the background, although the product was very much in the market. It is learnt that Vimal will now advertise itself aggressively as never before.

The immediate task for Grey Worldwide will be to revive the brand from its state of dormancy. Out of the Rs 40 crore budget earmarked for Vimal, Rs 15-20 crore will be spent in the initial phase on a television and press campaign. This campaign will be low key, serving only to remind people about the brand. The brand will be re-launched fully in its new avatar in about three months, which is when a more aggressive campaign will kick in.

Says a source close to the development, "As per a certain survey, it was discovered that Vimal still generates 'top of the mind' recall, despite its not having been advertised for years. This recall is second only to Raymond. People still remember the tagline 'Only Vimal', and its signature tune. All these are good signs."

It is learnt that Vimal will now increase the depth and width of its range over the next three months. With these new offerings, it aims to rope in the younger generation as well its old loyalists. Vimal will also bring on board a contemporary celebrity as its brand ambassador.

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