IB&W gets Crocodile

IB&W, Mumbai, has bagged the creative and media duties for Crocodile, the Singapore-based apparels brand. The size of the business is estimated to be around Rs 4-5 crore. The incumbent agency was Coimbatore-based Shashi Advertising.

Uma Madeswari, advertising head, Crocodile International, says, “We were on the lookout for a mid-size agency with a strong national network. At Crocodile International, we feel that the level of dedication and commitment is quite high in a mid-size agency, and they also deliver quick results. We liked the creative presented to us by IB&W, as well as their result-oriented strategy.”

Ravi Munjal, general manager, media, IB&W, Mumbai, says, “In today’s scenario of cluttered advertising, simplicity is one thing which stands out. In such a case, one needs a big idea without too many complexities. It is our strategic approach and simple creative idea that the client appreciated.”

The media mix for the new campaign will primarily involve print and outdoor, followed by on-ground activities, including events.

Crocodile has several retail outlets in South India and plans to develop a more aggressive brand presence in Maharashtra and North India as well.

For the record, Singapore-based Crocodile International (manufacturer of the brand Crocodile) was set up in 1947. Crocodile started out as a menswear brand, but later on, forayed into women’s and children’s clothing as well. At present, Crocodile is also into lifestyle accessories such as leather goods, footwear, wallets, shoes, handkerchiefs and innerwear.

The Crocodile brand has its presence in various regions in Asia. At present, there are over 50 different licensees across Asia, marketing and distributing a range of products under the Crocodile brand. In 2002, Crocodile was awarded the Hall of Fame award for the ‘Most Admired Exclusive Brand Retail Chain’ in India by Images Fashion Awards.

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