VIP Undergarments’ creative business now in Lowe’s kitty

The size of the business is estimated to be more than Rs 10 crore. O&M was handling the advertising for VIP before the pitch was called

VIP Undergarments, the flagship brand of Maxwell Industries, has finalised Lowe as its creative agency. Lowe will now handle all the three sub-brands under the VIP label – VIP Frenchie, VIP Frenchie X and VIP Feelings.

This development was confirmed to agencyfaqs! by Anthony Fernandez, marketing head, VIP Undergarments. According to Fernandez, the ad spend for the coming year is ‘substantial’. Reliable sources peg it to be more than Rs 10 crore.

agencyfaqs! had reported earlier about the pitch, which was held sometime ago. Leo Burnett, Lowe and Contract took part, while O&M, the incumbent agency, decided to stay away.

This came as surprise for many because O&M has made a number of award winning campaigns for the brand over the five years during which it held its charge. The exact nature of the differences between the two companies could not be ascertained, especially as both parties refrained from commenting on the subject.

There has been no change on the media front – MediaCom will continue to be in charge of VIP Undergarments. The media mix for the new campaign will include television, press and outdoor, along with below-the-line and promotional activities.

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