afaqs!

Search for ColorPlus' creative partner begins

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | October 19, 2011
Rubecon has handled the communication for ColorPlus in the past. The agencies currently on Raymond's roster include R K Swamy BBDO and TBWA.

ColourPlus, the high-end casual wear offering from the Raymond stable, is searching for a creative partner. The pitch process was initiated less than a week back and is currently underway.

Senior-level industry sources have confirmed the news to afaqs!.

Rubecon has handled the communication for ColorPlus in the past. Currently, the creative agencies on Raymond's roster include R K Swamy BBDO and TBWA. While R K Swamy has worked on this account for around a decade and continues to function as the principal creative agency for Raymond, TBWA Mumbai was added to the roster in January 2011, and is responsible for helping the brand establish a strong presence in the mass market space.

The media agency on the Raymond account is the R K Swamy Media Group. In December 2010, afaqs! had reported that Raymond had consolidated all its media planning and buying with the R K Swamy Media Group, comprising Media Direction, Digital Direction, Hansa Media Services, and Hansa Outdoor.

The agency currently handles the media duties for Raymond, Park Avenue, Parx, ColorPlus, J K Helene Curtis and J K Ansell. Prior to this development, the agency held the media mandate only for the Raymond brand; the media duties for its other brands were handled by Starcom MediaVest and Dentsu Media.

As regards to ColorPlus in particular, it may be recalled that in December last year, the parent brand Raymond released an ad campaign that aimed at popularising its lesser known product offerings, one of which was ColorPlus; the other brands included Manzoni, Parx, Park Avenue, Raymond Premium Apparel, and Notting Hill. All these brands are a part of the Raymond Group, and are available at The Raymond Shop outlets. The campaign was rolled out with the objective to inform customers that The Raymond Shop is a one-stop shopping destination for men, complete with all Raymond's brands under one roof. The film marked a digression from the parent brand's age old positioning -- 'The Complete Man'.

For the record, ColorPlus is a complete lifestyle brand that was launched in 1993, and stands for luxury and style.

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