Park Avenue initiates creative pitch

By Shibani Gharat , afaqs!, Mumbai | In Advertising | April 16, 2012
The apparel brand has invited credentials and briefs from creative agencies in Mumbai.

Park Avenue has initiated a creative pitch for its apparel range in Mumbai. The brand, which falls under the Raymond Apparel portfolio, has called for credentials and briefs from various agencies in Mumbai.


The size of business could not be ascertained at the time of filing this report. However, it is known to be substantial.

Sources close to the development have confirmed the news to afaqs!.

Currently, the creative business of the apparel arm of Park Avenue is with Bates. The business for the grooming range lies with Publicis Ambience.

In September 2011, JK Helene Curtis, the personal grooming and toiletries brand from the Raymond stable, appointed Quasar Mumbai as the digital agency for its brands. Quasar thus won the digital mandate, which included creative, SEO, social media marketing and the website. JK Helene Curtis' brand portfolio includes names such as Park Avenue, Premium and Parx.

For the record, the creative duties for brand Parx lie with McCann Erickson Mumbai.

In 1986, Raymond introduced Park Avenue to offer men 'Complete Wardrobe Dressing Solutions'. The name was influenced by an elite high street in Manhattan and is one of the most prestigious brands in the Raymond Apparel portfolio.

Today, Park Avenue is among India's leading men's readymade garment brands. It launched a women's range in 2007, catering to the need in the western formal wear segment.

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