ITC to launch new apparel brand; scouts for ad agency

ITC Ltd, owners of the Wills Sport range of leisurewear, plans to launch a new range of apparels under the brand name John Player. As the company gets down to giving final touches to its launch plan, it has set in motion a process of reviewing prospective agencies to decide on an advertising partner. For the record, John Player Gold Leaf is a cigarette brand owned by British American Tobacco, the world's second largest tobacco company, behind Philip Morris.

While company sources are tightlipped about the development, agencyfaqs! has learnt that the company had invited four agencies to pitch for the Rs 8-crore account. These agencies include FCB-Ulka, TBWAAnthem, McCann-Erickson and Contract Advertising. The letters went out to the agencies on September 27, for the presentation scheduled for October 1. While McCann-Erickson did not finally make the presentation, it is not known whether roster agency Lowe (which handles the Rs 10-crore Wills Sport account, also from ITC) was in the fray at all.

The pitch, it seems, was a quick and hush-hush affair. While the company gave the agencies between two-three days to prepare for the presentation, it didn't specify the name of the brand. As an executive close to the event puts it, "The agencies were asked to make strategy-cum-creative recommendations for a mid-range apparel brand that would fight the Peter Englands of the world in the marketplace." Media was not part of the presentation. The company, it is understood, is looking at the month end to announce the name of its agency partner.

To put things in perspective, ITC made an entry into the Rs 200-billion ready-to-wear apparel industry in India with the launch of its Wills Sport range of premium relaxed wear for men and women in August 2000. It is understood that to expand its product portfolio, ITC took "a close look" at the premium lingerie market but found it too small a segment to get in.

Thereafter, having spread the Wills Sport brand nationwide (48 stores by August 2002), ITC's lifestyle retailing business division started exploring the mass market with the idea of launching a mid-priced brand. To be retailed through exclusive and multi-brand outlets, the new brand is slated to hit the market by this year-end. To this end, there have been a few changes in the brand management level as well. Krishnan Chatterjee, who was earlier brand manager for Wills Sport, is now responsible for setting up the new project. Samit Unni has replaced Chatterjee as the new brand manager for Wills Sport. © 2002 agencyfaqs!