VIP Industries scouts for a creative partner for ladies handbag brand

By Shibani Gharat , afaqs!, Mumbai | In Advertising | August 26, 2011
Alok Nanda & Company is currently working on the strategy and positioning for the new brand.

After announcing its entry into the ladies handbag segment, VIP Industries is now scouting for a creative partner within the existing set of roster agencies. About four-five agencies are in the race to bag this account.

Maxus, which handles the media duties for the VIP luggage brands, will take care of the media mandate for the ladies handbags brand, as well.

The company will be on the lookout for a digital agency by the end of this year.

The handbag brand will be launched by VIP Industries by the first quarter of the next financial year. VIP plans to use a combination of mass media such as TV, print, point of purchase (PoP) and digital, to promote the new launch.

Mumbai-based creative brand consultancy Alok Nanda & Company has been working on the strategy and positioning for the new brand.

Commenting on the positioning of the brand, Manish Vyas, vice-president, marketing, VIP Industries, tells afaqs!, "The branded ladies handbag market is broadly restricted to super premium and luxury price points. We see a large opportunity for a brand in the mass premium space."

The ladies bags for VIP Industries will be sourced from China, like the rest of the company's luggage portfolio.

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