Bates Enterprise, Bangalore, bags MAS Holdings’ lingerie retail business

For this new brand, Bates will play the role of a ‘concept to finish’ agency. The size of the advertising spends is approximately Rs 4-5 crore

Bates Enterprise, Bangalore, has won the advertising duties for the soon-to-be-launched lingerie retail brand from MAS Holdings. The pitch for the business was a two-month long procedure with five other agencies in the fray. They were JWT, RK SWAMY BBDO, Orchard Advertising, Mudra and Lowe.

Bates will play the role of a ‘concept to finish’ agency for the new brand. The size of the advertising spend is approximately Rs 4-5 crore. It is the first time MAS Holdings is launching a branded retail chain of its own across the nation, starting from Bangalore.

The brand will be launched formally in a retail format and will be present in key cities. The name of the brand is still undecided but the company’s retail venture will function under the name of Massai Trades. It s range of premium lingerie will cater to the top end of the market.

Bates Enterprise, Bangalore, bags MAS Holdings’ lingerie retail business

Ashok Vidyasagar

Commenting on the development, Ashok Vidyasagar, senior vice-president, Bates Enterprise, Bangalore, says, “Insights in the lingerie space are always difficult. The win is the result of our in-depth understanding of the Indian woman and her true desires. With the help of our proprietary planning tool ‘Change Point Planning’, we provided the client with compelling strategic direction along with equally convincing creative work.”

Subhash Kamath

Says Subhash Kamath, chief executive officer, Bates Enterprise, “This win is the result of a combined effort between the planning, servicing and creative teams. The client was very encouraging and was focused on the brief. Collaboratively, we were able to produce some exceptional ideas which added substantial value to the client’s business.”

John Chiramel, country director, MAS Holdings, says, “The strategy and the creative to meet the challenges of lingerie marketing in India were perfectly matched”

Adding to this, Dexter C Bob, chief executive officer, Massai Trades, “Bates Enterprise understood the consumer as well as our product strategy very comprehensively and connected the two meaningfully. The process of brand building suggested by them was a cut above the rest.”

MAS Holdings is headquartered in Sri Lanka and has a turnover of US $ 700 million. It specialises in lingerie manufacturing and manufactures products for clients such as Victoria’s Secret, Triumph, Marks & Spencer, Nike, Adidas, Lane Bryant, GAP, Old Navy, Banana Republic and Speedo.

Have news to share? Write to us atnewsteam@afaqs.com