a multi-agency pitch, Percept H has won the creative duties for J Hampstead, the worsted fabric brand from Siyaram Silk Mills. According to industry sources, the ad spend is pegged at around Rs 7 crore. For the past year or so, Saints & Warriors, the Pushpinder Singh founded agency, was in charge of the brand.
J Hampstead has always been positioned as a premium brand, competing with brands such as Reid & Taylor. Percept H also handles the mother brand, Siyaram's. Incidentally, this is not the first time that Percept will be working on J Hampstead - its first brush with the brand happened five years ago.
Percept is believed to have won the account on the basis of its unique pitch presentation, which suggested the use of a female celebrity to endorse the menswear brand. Ajay Chandwani, CEO, Percept H, says, "With the likes of Amitabh Bachchan endorsing Reid & Taylor, no male celeb stands a chance in the category. We needed to think laterally." Accordingly, Percept presented a strategy to get actress Priyanka Chopra to endorse the brand.
"We decided to capture a woman's perspective on a men's brand," says Chandwani, although variations of the concept have been used by brands such as Grasim and Mayur Suitings. "J Hampstead will stand for what women find interesting in a man (who's) well-dressed," he adds.
The main insight behind the commercial is simple: Men want appreciation for their efforts at grooming and, instead of having other men envying them or their status in life (which the category itself has established), they would rather know how women react to them. "Women play the most crucial role in male grooming as they are the better judge of fashion," says Avnish Poddar, business head, J Hampstead. "This is why we will offer Priyanka's take on a J Hampstead man."
Television, print and outdoor will form the core media mix for the J Hampstead campaign.
Earlier ads for J Hampstead always had a male celebrity endorsing the brand, and these have included the entire South African cricket team of yesteryears, Mahesh Bhupathy, Leander Paes and Geoffrey Boycott.