Ashwini Gangal

Siyaram's changes creative hands; moves to Makani Creatives

Makani Creatives will handle the brands Siyaram's and J Hampstead. Previously, the mandate was with IBD, a division of Percept.

The popular homegrown suiting and shirting company Siyaram's (Siyaram Silk Mills), has handed the creative duties for two of its brands to the Mumbai-based Makani Creatives. It has been about a week since the development.

The agency will now handle the mandate for the fabric brands Siyaram's and J Hampstead.

Siyaram's changes creative hands; moves to Makani Creatives
Sameer Makani, director, Makani Creatives, has confirmed the acquisitions to afaqs!.

Previously, the mandate for these brands was with IBD, the integrated brand development division of Percept.

It is further learnt that the authorities on the account were looking for new strategic and planning-related inputs, a new outlook, and a fresh vision for the brands. Makani Creatives' presentation was rich in these areas.

For the record, it may be recalled that around a month back, Makani Creatives was handed the mandate for Mahindra Logistics. This acquisition too, came on the back of a strategy and positioning-heavy presentation.

Amongst other things, Siyaram's is well known for its signature tune and slogan -- 'Coming Home to Siyaram's'. The tune has lasted well over two decades, and has served to build an emotional connect with the brand's target consumers. Indian cricketer M S Dhoni has endorsed Siyaram's in the recent past.

Besides J Hampstead and Siyaram's, other brands from the company include MiStair, Siyaram's MSD, Featherz, Little Champ and Oxemberg.

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