The agency won the outdoor brand business without a pitch; the campaign ahead will be led by BTL activities
True to its name, Bangalore-based idea shop, Happy Creative Services is in for happy times. Close on the heels of picking up the mobile handset player, iCube, Happy has added another significant brand to its kitty.
The agency, following up on its success with Diesel, has bagged the creative mandate for American outdoor brand, Timberland's India operations. Both Diesel and Timberland have entered the Indian market in partnership with Reliance Brands.
There will be no ATL communication for the brand as of now; the focus will be on in-store promotions and other BTL activities.
Speaking on the win, Kartik Iyer and Praveen Das, directors and co-founders, Happy Creative Services say, "It feels awesome to work on a brand with such heritage. Though we won't have the opportunity to create ATL communications for Timberland for now, coming up with the Unsung Heroes initiative has been very exciting. We see a lot of potential to produce some great work on the brand."
The company plans to open exclusive stores across all major cities in India in the near future.
On the choice of the agency, Darshan Mehta, president and chief executive officer, Reliance Brands says, "In Happy, we have found a unique combination of a very quick uptake and understanding of the brand DNA and an ability to put a refreshing spin of ideas on this. The Unsung Heroes initiative is a good example of the same."