Bates India wins creative mandate for Integriti

By Shibani Gharat , afaqs!, Mumbai | In Advertising | November 05, 2012
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The win comes after a multi-agency pitch that took place in Mumbai.

Bates India has won the creative mandate for Integriti, an apparel brand from the house of Kewal Kiran Clothing (KKCL). The win for the agency comes on the back of a multi-agency pitch that took place in Mumbai.

Bates India


Industry sources close to the development have confirmed the news to afaqs! on the condition of anonymity. However, when afaqs! tried to contact the agency and the client, both the parties denied the development.

Apparently, the agency is already working on a campaign that includes a TVC. The media mix and the approximate annual spend on the media could not be ascertained at the time of filing this report.

It may be recalled that in August, afaqs! reported that Lawman Pg3 and Integriti were scouting for a creative agency in Mumbai.

In 2006, Bates Enterprise (as Bates was known then) was awarded the creative duties for 'Integriti', a fashion brand from Kewal Kiran Clothing. Of late, though, the creative work for the brand was managed in-house.

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

For the record, 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 more than 40 stores, Integriti apparel is also exported to countries in West Asia and Sri Lanka.

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