Thought Bubbles wins creative mandate for Donear

By Biprorshee Das , afaqs!, Mumbai | In Advertising | March 15, 2010
The agency won the account in a multi agency pitch; Donear is looking at a fresh brand positioning and will launch its new campaign in April

Close on the heels of winning the duties to revamp brand Shiamak Davar, Thought Bubbles has won yet another major account with fabric company Donear appointing the agency as its creative partner. The agency won the business in a multi agency pitch involving five other creative agencies.

Donear is looking at a brand repositioning and increasing its market share pan India. The new campaign will break in the first week of April. A television commercial shot by Rock n Roll Films features the new brand ambassador, actor Vivek Oberoi.

The new tagline for the brand suggested by Thought Bubbles is 'Donear - India ka style'.

Manoj Motiani, founder and chief creative officer, Thought Bubbles attributes the win to the agency's understanding of the consumer and designing the communication accordingly.

"We understand consumers and their need to be spoken to as if we know them. We are also excited about the new tagline that suggests modernity rooted in tradition," Motiani says.

Talking to afaqs!, Paresh Oswal, deputy general manager, advertising and corporate communication, Donear Industries, says, "We were impressed by the suggested tagline and the creative concept. India ka style, I am sure, will help us further our name in the industry and provide us with a new platform."

The new campaign will be led by BTL (below-the-line) activities such as posters, catalogues, promotions in movie theaters and in-film placements, and television. Projected ad-spends for the campaign are upwards of Rs 5 crore.

The fact that Oberoi does not endorse too many brands will help push up the recall for Donear as against other celebrities who are associated with a large number of brands.

Donear has a stronghold in North India and is looking at strengthening its presence pan India, particularly in the South. It has added wrinkle free cotton fabrics to its product range.

The company also runs a value fashion retail store chain, D'Cot, and plans to open about 25 stores in South India by the next quarter. Currently, it operates 200 retail outlets across the country.

© 2010 afaqs!