Fisheye Creative bags Levi’s footwear

Fisheye Creative, Bangalore, has bagged the creative duties for Levi’s footwear. Levi’s will be entering the footwear market in India for the first time. Fisheye was chosen purely on the basis of merit. The media buying and planning AOR for Levi’s is MindShare, and the media duties for this brand, too, will be aligned with it.

Both the agency and the client refused to comment on the size of the advertising spend. But according to industry estimates, the account can be pegged at around Rs 2-3 crore in the initial phase.

Commenting on why Fisheye was chosen, K Venkataramani, marketing director, Levi Strauss India, says, “The brand building strategy presented by Fisheye for communicating the arrival of Levi’s footwear in India was very accurate and fitted well with the brand image.”

Suresh Manian, director, Fisheye Creative, says, “We will be building the Levi’s footwear brand from scratch, which is a different task in itself. Our campaign will be rolled out in the market in mid-November.”

Levi’ Footwear will be advertised on a national level and the initial media mix would consist of print, outdoor and below-the-line activities along with other promotions. Currently Levi is introducing only men’s footwear range in the country.

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