Apparel brand BIBA has assigned its media duties to Starcom Worldwide. The agency won the business through a media pitch that involved several other agencies including Maxus. The size of the account is estimated at Rs 10-15 crore.
The pitch was called by Futurebrands, with which BIBA has forged a partnership. Futurebrands has a practice called 'brand partnership', which collaborates with Indian entrepreneurs who have brand ambition and investment mindset.
Tarun Nigam, executive director, India North, Starcom Worldwide, says, "BIBA is a brand that has become synonymous with the latest fashion. By choosing us as its media planning company, BIBA is ensuring that it takes its marketing goals to the next level."
For the record, BIBA was founded by Meena Bindra in 1986. Beginning with salwar, kameez and dupatta in its first range, it started a mix-n-match range as a second category. BIBA's first standalone store was opened in Inorbit Malad Mumbai, in 2004. Today, the brand has 71 stores across India.