ITSA bags Java Plum's creative duties

By Prachi Srivastava , afaqs!, Mumbai | In Advertising | December 13, 2013
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The agency's Gurgaon office is handling the account and has already commenced work on it.

Gurgaon-based agency ITSA Brand Communications has been appointed as the creative agency on record (AoR) for the soon-to-be launched brand of handbags for women, Java Plum.

Java Plum

Emmanuel Upputuru

Java Plum has been set up by Ayesha Malhotra, a former management consultant. The brand will be launched in India soon and the company also plans a global roll-out. Malhotra tells afaqs! that things are in the planning stage. She refused to divulge any information on the investors of the company.

"Java Plum is a premium, high quality brand of handbags positioned between the mass market and top end luxury brands," Malhotra says.

There was no formal pitch for the account. Malhotra says she spoke closely with several marketing and advertising professionals before zeroing in on ITSA. Speaking on the reasons behind her choice, she says, "The track record of ITSA's founders - their team has been lauded on the world stage for their work; a global perspective that is required for an international brand; and most importantly, an alignment of vision and understanding of what it takes to build a fashion brand."

She adds, "The engagement has begun. The campaign will roll out in the next few months."

The account will be serviced by the agency's Gurgaon office. It will be headed by Anirban Mozumdar Chief Strategy Officer and Daniel Upputuru, Chief Creative Officer.

On winning the account, Emmanuel Upputuru, founder, ITSA, comments, "It's great to build a brand from scratch and share the dream of the entrepreneur. And because one also is an entrepreneur, one learns from the other. I must add, Ayesha has gone to great lengths to get the right product. Now she the expects same from us in terms of ideas and design and I am delighted to have a client who shares our world view."

For the record, ITSA, in collaboration with Concept Communications, offers advertising, PR, digital and sports marketing capabilities. ITSA was founded in July, 2012 by Emmanuel Upputuru, ex-national creative director, Publicis; Anirban Mozumdar, ex-national planning director, Publicis; and Daniel Upputuru, ex-head of TAG McCann Delhi, along with Concept's Vivek Suchanti. The agency also handles the creative duties for HCL Technologies, Rajhans, Tattva accounts it won recently.

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