Siyaram’s MiSTAiR up for review; J. Hampstead goes to Saints & Warriors

Following a multi-agency pitch that involved five-six agencies, Siyaram Silk Mills, the flagship company of the Siyaram Poddar Group, has assigned the creative duties for its premium fabric brand, J Hampstead, to Saints & Warriors. At present, the media duties for this brand continue to lie with Prachar Communications. But, according to SP Shah, head, marketing, J. Hampstead, “We are keeping our options open. If an agency makes a good presentation to us, we may consider reviewing our media duties too.”

It is learnt that last year, the company had spent Rs 5-6 crore on advertising for J. Hampstead. This year’s budget will mostly remain the same, although an exact figure hasn’t been arrived at yet.

J. Hampstead has big plans in the offing this year. It is looking at expanding its product portfolio from a solely fabric offering. It will now foray into the ready-to-wear segment. Moreover, it plans a more aggressive retail presence and will open exclusive brand outlets shortly.

Pushpinder Singh, founder, Saints & Warriors, comments on the win, “What we find stimulating about this brand is that it is planning to be a significant player in the worsted garments market.”

“So far, suiting brands have largely positioned themselves on two platforms,” Singh continues. “The first is the ‘sexy’ positioning, where the brand helps attract members of the opposite sex. Secondly, there is this ‘status symbol’ positioning where the brand helps elevate a person’s status in society. Consumers are quite immune to both now.”

The agency conducted a blind test in which viewers were shown menswear fabric brand ads from the past, without the logo. Most people weren’t able to identify the brand. According to Singh, J. Hampstead’s new positioning will be more real and true-to-life, in contrast to one that solely concentrates on image building.

The media mix for the campaign will involve television, press and outdoor, apart from PoP (point-of-purchase) activities. The campaign is expected to break next month.

In another development, Siyaram Silk Mills is in the process of reviewing its advertising duties for MiSTAiR, its trouser and suiting brand. So far, the brand’s advertising and marketing was being handled in-house by the company. “We are already in talks with certain agencies for the advertising of this brand,” says Shah. In 2005, the company had spent Rs 2.5 crore on the advertising for MiSTAiR; it plans to spend the same amount or thereabouts this year too. MiSTAiR is positioned as the fabric that breathes, with the tagline, ‘Kuch Toh Naya Hai’.

Siyaram Silk Mills is also planning to roll out another clothing brand in the near future, for which it is looking for agencies.

© 2006 agencyfaqs!