ITC does a Miss Players after John Players

By , agencyfaqs!, New Delhi | In Advertising | June 07, 2007
As of now, the media mix is limited to print, outdoor and digital. TV will come later when the Miss Players brand has more stores

ITC's Lifestyle

Retailing division, which owns the Wills Lifestyle chain of speciality stores and also runs the John Players apparel brand for men, has launched its range of apparel for women, Miss Players.

The campaign, which is essentially print-led as of now, has actress, Amrita Rao, as the face of the brand. The print campaign will hit towards the end of this week and the brand's products will be on view in various newspapers and magazines.

The agency, FCB Ulka, which also handles the creative for John Players, is planning to try out innovations through the print medium. An outdoor campaign will be launched in Delhi and Kolkata, targeted at college students and young women professionals. Apart from this, a website is to be launched for Miss Players.

Amrita Rao
The agency worked in tandem with ITC to finalise the brand name. 'Miss' was derived from the target audience at which the product is aimed - the vivacious young woman aged between 18 and 25. 'Players' was picked up from the John Players brand, which had a number of women visiting its stores. The tagline of the John Players range, 'Play it Cool' has been retained for the Miss Players range.

As of now, the media mix is limited to print, outdoor and digital. Television will be considered when Miss Players has the number of stores required to support advertising similar to that of John Players. Currently, Miss Players will be available through five exclusive stores, and also through 27 John Players stores.

Miss Players has three different ranges of apparel - work wear, leisure wear and party wear. Announcing the launch of Miss Players, Atul Chand, vice-president (marketing), Lifestyle Retailing, said, "With Miss Players, young women will now have a complete wardrobe of cool fashion wear under one brand. The young woman of today is fashion aware and confident of her personal sense of style. Miss Players will offer a vibrant wardrobe, keeping in mind her tastes and preferences."

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