Guava Creative Solutions has bagged the creative and strategy mandate for retail footwear chain Catwalk. The agency will handle the creative duties for the brand's entire product portfolio. The agency will also be in charge of the media planning and buying duties for the brand.
A repositioning exercise is on the cards and the agency will work to change the way the brand is perceived. In fact, this is the first time Catwalk will invest in a large scale media campaign and address its consumers up close.
The media mix of the upcoming ad campaign will be outdoor and press-led, supported by digital. Fashion magazines will form a large part of the press coverage. The media budget is pegged at Rs 10 crore according to the agency.
Vikisha Mehta, creative director and head, Guava, says, "We want to give Catwalk a very 'international' look and feel in the days ahead."
The brand team is keen to position Catwalk as an 'affordable and disposable fashion brand' in the near future. The TG (target group) comprises contemporary, rebellious women. "These are women of substance and character. They are beautiful, bold, compassionate and ambitious," says Ubaid Kathiwala, director, Catwalk Worldwide.
Amongst Guava's recent account wins are Strata India and DKT India (the makers of Zaroor Condoms).
For the record, Catwalk claims to have about 380 outlets in India. One of its biggest competitors in the local market today is Metro Shoes; the brand has been quite active in the outdoor space in the recent past.