afaqs!

Ignite Mudra wins Arvind's store and fabrics businesses

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | August 19, 2011
The annual advertising spend is estimated at Rs 15-20 crore. The agency will handle the business from its Ahmedabad office.

Ignite Mudra has won the full-service mandate for The Arvind Store and all brands under the company's fabric offering. The company's fabric basket includes brands such as Tresca, Hatric and Arvind Denim Labs (ADL), amongst several others.

Sudarshan Banerjee, head, Ignite Mudra has confirmed the development to afaqs!. The account will be handled out of Ignite Mudra's Ahmedabad office.

Industry sources estimate the company's annual advertising spend to be around Rs 15-20 crore.

In addition to handling the creative and strategy mandate for these brands, Ignite Mudra will also be responsible for managing the media planning and buying duties.

Earlier, the creative mandate for these brands was with Ogilvy Bengaluru.

There was no pitch process. Apparently, Ignite Mudra was invited to make a presentation that was both creative and strategy-heavy, before the mandate was awarded.

"We will now chalk out the brands' entire communication plan for the year ahead. The brands are slated to be a lot more active and visible on the communication circuit in the near future," informs Banerjee.

Arvind Ltd is the flagship company of the Lalbhai Group and one of India's largest integrated textile manufacturers and branded apparel retailers. In 2008, the then Arvind Mills underwent an extensive rebranding exercise and Arvind Ltd was born.

Arvind Ltd has licensing relationships with international brands such as Arrow, Gant, Cherokee, USPA, Hart Schaffner Marx, Sansabelt, Pierre Cardin and a joint venture with VF Corporation, which covers Lee, Wrangler, JanSport, Nautica, Kipling and Tommy Hilfiger.

Additionally, Arvind Ltd owns a number of successful Indian brands such as Flying Machine, Newport, Excalibur and Ruf & Tuf. It also owns the popular retail chain, Megamart.

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