Law & Kenneth wins creative duties for S Kumars' World Player

World Player, the ready-to-wear value clothing brand from S Kumars Nationwide, is expected to be launched around March

Law & Kenneth has bagged the creative duties for S Kumars Nationwide's value clothing brand, World Player. The ready-to-wear brand is expected to be launched around March, Johnny John, chief operating officer, World Player tells afaqs!.

The agency won the account in a multi-agency pitch. "We have been involved with the brand from the very beginning, from the brand name to the upcoming launch. An extravagant launch plan is being worked on and we are taking the total communication to the market," says Anil S Nair, chief executive officer and managing partner, Law & Kenneth India.

The product range of World Player will include accessories, formal and casual shirts and trousers, and denims, priced between Rs 99 and Rs 499.

"After extensive market research, we realised that the real Indian market lies at the bottom of the pyramid. It took a year for us to put everything together. We wanted World Player to be a well-researched, mass national brand," John says.

While a pan-India launch is on the cards, the primary target markets are tier II and tier III cities.

Other brands of S Kumars Nationwide include Belmonte for fabric and apparel in the mid-premium segment, Reid & Taylor in the premium segment and Stephens Brothers at the super-premium end.