O&M, Kolkata, bags Rupa's premium men's brand Euro

Ogilvy & Mather, Kolkata, has won the creative duties for Euro innerwear brands. The pitch for the business happened in December 2006.

Euro was Rupa's entry into the men's premium innerwear segment in 2003, competing with other premium brands such as Hane's. The marketing services arm of Bates Enterprise, 141 Worldwide, was handling the entire portfolio of Rupa brands, including Euro, but in May 2006, it opted out of the business for financial reasons. Since then, Euro has been advertised in-house.

The advertising spend for Euro for the current year has to be worked out by the company. It is estimated that it will lie in the region of Rs 5 crore. The media duties for the business are managed in-house by the client.

Says Sharmista Dev, general manager, O&M, Kolkata, "Euro is a high-end brand and is in competition with various foreign brands. In providing it with an international feel, we approached the brand with a differentiated approach supported by a 360-degree rendition."

Dip Sengupta, managing partner, O&M, Kolkata, remarks, "The key challenge was to evolve the Euro communication to its next level. We were able to provide the right inputs without compromising past investments made in the brand."

Tania Chakrabarty, creative controller, O&M, Kolkata, adds, "The creatives gave Euro a 'sleek international look' to benchmark it against the deluge of high-end foreign brands hitting the market.

The media mix will initially comprise of print, outdoor advertising and shop promotions. Although electronic media was part of the pitch presentation, it will be used only at a later stage.

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