JWT, Rediffusion DY&R to share the creative duties for Rupa hosiery

JWT and Rediffusion DY&R, Kolkata, have jointly bagged the creative duties for Rupa hosiery and casual wear. It is learnt that 141 Worldwide, the marketing services arm of Bates Enterprise, was handling the entire portfolio of Rupa brands last year. According to Abeer Chakravarty, senior vice-president, Bates Enterprise and 141 Worldwide, Kolkata, “From May, 2006, we opted out of the business on purely financial terms.”

Officials at Rupa have confirmed the empanelment of JWT and Rediff to agencyfaqs! but were unwilling to give any details beyond that. The combined size of the business is Rs 8-10 crore, as per industry estimates.

The two major brands from Rupa’s stable, Frontline and Macro Man, will be serviced by JWT and Rediffusion DY&R, respectively. A decision on the creative duties for the other Rupa brands, including John and Bruno, are yet to be decided upon.

The pitch for the business happened around early May this year. The media duties for the brands will be managed in-house.

Commenting on JWT’s win, Raji Ramaswamy, senior vice president and general manager, JWT, Kolkata, says, “We presented the client with an approach that provided them with innovative ways of building their market share. The quality of creative ideas will encourage the consumer to spend more time with the brand. And eventually, our strategy provided the client with marketing inputs and expertise in identifying viable business building techniques.”

Amitava Sinha, executive vice-president, Rediffusion DY&R, Kolkata, says, “According to me, we were efficient enough to demonstrate our ability to form a connect with the core consumer, that is the male, in a way he will understand.”

Last year, the company mainly spent on print media; however, the television spend was also substantial. The company is expected to follow a similar strategy this year.

For the record, Rupa’s product portfolio includes innerwear, socks, casual wear and classic sportswear for ladies, gentlemen and children. Rupa products also have a presence in markets such as the USA, the UK, Middle East, South Africa and Australia.

© 2006 agencyfaqs!