Oxygen Communications gets Groggy

The company has planned an ad spend of Rs 4-5 crore for the brand this fiscal

Groggy, the fashion brand from the Trio Group of Canada, has appointed Delhi based Oxygen Communications as its creative agency. The win comes after a multi-agency pitch in which some of the leading agencies and creative shops of Delhi participated.

Seven months old, Groggy entered India in 2007 through an exclusive tie-up with the retail brand, Westside, of the Tata Group. Currently, it is present in Delhi and the NCR and in Amritsar. Groggy plans to have 12-14 exclusive stores nationally and to share space in 18 other stores.

After credentials were presented, a brief was given to the agencies to work on the challenges faced by an unknown brand in India – a brand that had an unusual name for a fashion brand – and on strategies to fight competing brands.

Talking about the positioning of the brand, Pradeep Arora, chief executive officer, Trio Group, says, “As we are targeting the age group of 18-25, the youth are the focus of the brand positioning.”

Tarun Das, creative chairman and managing director, Oxygen Communications, says, “The brand is considering media such as print and outdoor for now. Television could come in at a later stage. The brand, by its very nature, is supposed to be a good choice for any time of the day.”

Groggy has planned an advertising and marketing spend of Rs 4-5 crore. The Trio Group had brought in kidswear brand Simpsons to India, but it is planning to take it back. It is now planning to get the brands, President, Stone and Covet, to the country, reveals Arora.

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