Vardaan Group has awarded its advertising duties to Delhi based Span Communications. The group, which is known for its flagship brand, Lakhani Footwear, now plans to diversify into other sectors such as medical devices, apparel and real estate.
A few years ago, the group had also forayed into the detergent business with Lakhani Detergents and Soaps.
Around two months ago, the Lakhani Group had begun reviewing ad agencies. The business was earlier handled by Shakun, a Jaipur based agency.
As a matter of fact, Span Communications had earlier handled the Lakhani Group's business between 1997 and 2001. Naresh Kheterpal, chief executive officer, Span Communications, says, "Our previous stint with Lakhani helped us to understand the psyche of the client and the Lakhani brand."
The Lakhani brand was earlier positioned for the masses, but now the mandate is to maintain the popularity and values of the brand and also reach out to a more premium segment of consumers.
Rajiv Kapur, vice-president, sales and marketing, Lakhani footwear division, says, "Span's role will be to reposition Lakhani as a premium brand from its earlier positioning as a mass brand.
"The target group for our new area of businesses such as Lakhani Medicare and Lakhani Apparels are all educated and well placed. As such, the promotion has to be high sounding and elite," he explains.
The agency plans to roll out a multimedia campaign comprising TVC, outdoor and print advertising across thebelt. The size of the business is pegged at Rs 10 crore.
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