afaqs!

TBWA India wins Celio pitch

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | August 22, 2013
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The account will be handled by the agency's Mumbai office.

TBWA India has won the creative mandate for the French apparel company, Celio. The agency's Mumbai office will work on this account. Industry sources have confirmed the news to afaqs!.

TBWA India

Celio

Though Celio has utilised media channels such as print and outdoor in the recent past, the brand has been largely low profile. Moreover, most of the communication released has been tactical, for instance, sales-based or strategically timed ads around the launch of a particular collection. There hasn't been much brand-centric work from Celio in the Indian market.

Sources claim this is likely to change in the days ahead. The brand's next spurt of communication is expected in a month and the media mix is likely to include print, outdoor and a lot of digital (including social media).

Celio entered India in 2008 as Celio Future Fashion Limited through a 50:50 joint venture with Indian retail brand Future Group. The objective at the time was to bridge the gap between India's mass and luxury consumer segments. Percept/H handled this account soon after it entered India. Celio was in the news recently for reportedly filing an application to increase its stake in the venture by up to 100 per cent.

For the record, Celio was founded in 1985 by Marc and Laurent Grosman. Globally, the brand has 1000 stores in 70 countries (including 500 in France). In India, Celio is present in Mumbai, Delhi, Chennai, Bengaluru, Hyderabad, Pune and Kolkata through 36 standalone stores and 104 'shop in shops' in departmental stores. Celio sells 35 million items each year.

Shiv Sethuraman, chief executive officer, TBWA India was contacted at the time of filing this report but remained unavailable for comment.

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