Percept/H wins creative duties of Daiki Brands

Percept/H has won the creative duties of the newly-set up innerwear company Daiki Brands. The agency won the business on the basis of its understanding of the strategy required to advertise the three new innerwear brands -- Peri Peri, Daiki and Biara.

Speaking to afaqs!, Akshay Mahendran, chief executive officer, Daiki Brands, says, "As a start-up, we were looking to partner an agency that would understand the kind of strategy required to promote the newly launched innerwear brands, both in the category for masses, as well as in the premium segment."

On the agency's decision to work with a new company, Prabhakar Mundkur, chief executive officer, Percept/H, says, "We at Percept, have always had the entrepreneur living inside us. Therefore, going with this belief, we decided to partner the company for the launch of these brands in India."

According to sources, Daiki Brands, which is yet to finalise a media planning and buying agency, is believed to be in conversation with Allied Media, Percept's sister agency, for the same.

For the record, launched by Akshay Mahendran, an MBA from S P Jain Institute, Daiki Brands currently has three innerwear brands catering to both men and women. While Biara is a women's lingerie brand targeting the mass segment, Peri Peri is the company's premium range that competes directly with international brands such as Triumph and Jockey. Daiki is the men's innerwear range catering to the premium section and competing with the likes of Hanes and Jockey. The company has already launched Biara and Daiki on a national scale, and intends to launch Peri Peri this month.