Umbrella Design has been awarded the creative mandate for two apparel brands from the house of Kewal Kiran Clothing (KKCL), Lawman Pg3 and Integriti. The agency will be responsible for the entire spectrum of brand communication across TV, digital, print and outdoor.
Both brands are, however, targeted at the youth, specifically those in the 16-21 years bracket. The next brand campaigns for Lawman Pg3 and Integriti will be out in a few months. "Fashion campaigns, typically, have two seasons - summer and autumn-winter," Rawat explains. His team has begun work for the latter period, which coincides with other festivities like Diwali, in India.
For the record, peppy menswear brand Integriti was launched in 2002 and extended the range to include western casual wear and fashion accessories for women (IntegritiGalz) 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.
15-year old lifestyle apparel brand Lawman Pg3, on the other hand, offers a range of items including shirts, blazers, jackets, trousers, T-shirts, cargos, capris, drapes, jeggings, skirts, shorts, accessories, innerwear, socks, footwear, headwear, sunglasses and deodorants. LawmanPg3 is available in over 1000 stores across the country. 'LawmanPg3 Chica' is the brand's clothing line targeted at young women. The brand has been endorsed by Bollywood actor Kangana Ranaut recently.
For the record, the creative duties for Kewal Kiran's popular denim brand Killer Jeans lies with Grey.