Clothing brands Lawman Pg3 and Integriti seek creative partner

By and Nisha Menon , afaqs!, Mumbai | In Advertising
Last updated : August 09, 2012
Ad spends are pegged at more than Rs 10 crore.

Apparel brands from the house of Kewal Kiran Clothing (KKCL), Lawman Pg3 and Integriti are currently scouting for a creative agency. The presentations will be held in Mumbai shortly.

integrity logo



Industry sources close to the development have confirmed the news to afaqs!. Ad spends are pegged at more than Rs 10 crore.

In the recent past, the creative duties for both brands have been handled by an in-house team.

Lifestyle apparel brand Lawman Pg3 targets youngsters in the age group of 18-30 years.

Peppy menswear brand Integriti was launched in 2002 and extended the range to include western casual wear and fashion accessories for women (Integriti Galz) in 2009. The offering has used catch-phrases such as 'What's your unlook' and 'Be-u-r-self' in the past. Available in over 40 stores, Integriti apparel is exported to countries in West Asia and to Sri Lanka.

The creative duties for Kewal Kiran's denim brand Killer Jeans lies with Grey. In a move to promote the brand amongst the youth, the agency recently created several interesting campaigns for Killer Jeans.

To promote the brand's 'Truly Worn' collection of faded denims, the agency came up with the 'Proof in the Pocket' campaign. Based on the insight that people often forget things inside their jeans pockets, the campaign delighted unsuspecting shoppers by planting carefully selected collectibles (like retro lighters, old Bollywood film premier tickets, autographs of famous cricketers and pocket knives) inside the pockets of the jeans that they tried on. A poster campaign launched across malls and shopping zones supported this effort by invoking curiosity and luring people to the racks bearing Killer Jeans in multi-brand outlets.

Killer Jeans also tried to appeal to the eco-sensitive sentiment of youngsters by launching its 'Water Saver' jeans line, that is, a variant that saves 100 litres of water per pair at the manufacturing stage. The entire line of jeans was dyed green on the inside such that when users folded them up from the bottom, a green fold appeared instead of the usual blue (denim coloured) one.

It now remains to be seen how the parent company will position the brands Lawman Pg3 and Integriti in the near future.

First Published : August 09, 2012

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