Rediffusion Y&R wins creative duties for lingerie brand Amante

The account was won in a multi agency pitch; the business will be handled out of the agency's Bengaluru office

Lingerie brand Amante has awarded its creative mandate to Rediffusion Y&R. The account size is pegged at about Rs 8 crore and will be handled out of the agency's Bengaluru office. Rediffusion won the account in a multi agency pitch. In the final stage, four agencies, including RK Swamy BBDO and TBWA, were in the fray for the business.

Amante is a subsidiary of MAS Holdings, one of the leading apparel manufacturers in South Asia. MAS' client list includes brands such as Victoria's Secret, M&S and Gap, among others.

The incumbent agency on the account was Bates 141.

Commenting on the win, Paritosh Srivastava, executive vice-president and branch head, Rediffusion Y&R, says in a press statement, "It is a satisfying win for us as most of the top agencies were vying for this business. We are proud to partner MAS in its vision for Amante in India."

"We believe our view of the brand will help Amante become a force to reckon with in the organised lingerie segment," Srivastava adds.

Amante was launched in the Indian sub-continent in 2007, aiming to be the leading value premium lingerie brand in the Asian region.

According to Ajay Amalean, director, MAS Holdings, there is tremendous potential in the premium lingerie market in India and the company looks to ramp up its presence in the market.

"Amante as a brand has been made for the Indian consumer and thus, we want to stay focused and be a dominant player in the market," says Amalean.

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