J G Hosiery, the maker of the popular innerwear brand Amul Macho, has finalised an agency for its new range of undergarments. The company has appointed TBWA as its creative partner for its yet-to-be-launched brand. The agency's Mumbai branch will handle the mandate.
The development comes on the back of a long pitch process initiated in August 2011. The process was carried out in Bengaluru, and saw the participation of five-to-six prominent agencies.
This new product line, which is not yet named, is slated to hit markets in about four-to-five months' time.
"We're still in the process of finalising the name of the new brand," says the company spokesperson. A launch campaign accompanying the product roll-out is slated to break simultaneously.
What is certain though is that the brand will belong to the premium category, and is targeted primarily at the youth. Though the brand will be a unisex one, the initial communication will target males.
Details such as the advertising budget and media vehicles are yet to be frozen. The company will decide on a media planning and buying agency for the product launch after the campaign outline is in place.
The creative mandate for the company's existing innerwear brand Amul Macho, continues to stay with Ogilvy India. The agency bagged the duties for Amul Macho in October 2010. Prior to Ogilvy, the mandate for the brand was with Saints & Warriors.
J G Hosiery was established in 1980, and is currently managed by the Seksaria family.