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Cotton County picks Starcom Worldwide as media partner

By , agencyfaqs!, New Delhi | In Media Planning & Buying | December 21, 2007
The size of the business is estimated to be around Rs. 20 crore

Starcom & #BANNER1 & # Worldwide has been appointed as media partner by Cotton County, a readymade garments company. Part of the Rs 2,500-crore Nahar Industrial Enterprises, Cotton County was launched in 2004. The development has been confirmed by Tarun Nigam, executive director, India - North & Pakistan, Starcom Worldwide. Starcom's Delhi office will handle the account. The account size is estimated to be Rs 20 crores.

Says Nigam, "Cotton County is one of the leading players in the ready-to-wear segment. Moreover it comes from the Nahar Group making it even more prestigious. We are extremely excited to start our relationship with them. The fact that Cotton County chose to work with us without a speculative pitch is a further reassurance to us."

Starcom's key role will be to define and communicate Cotton County's brand personalities through strategic, targeted and creative media planning and in the process, its media negotiation entity, India Media Exchange will strive to bring value addition through smart and contextual buying.

Says a Cotton County spokesperson, "Starcom has not just grown rapidly, but also added a host of new competencies and it still looks that it is well integrated in thought. It is our belief that the need of our business is creative use of multitude of contact points rather than classical media alone and this is where we look forward to benefiting from Starcom's depth of knowledge and width of services. Their refreshing approach towards consumer attention is so media and investment neutral, and that was one of the key motivators for us to make the decision in their favor."

With over 400 Cotton County outlets in Tier-II & III cities in north and central India, Nahar Retail recently forayed into south and west India.