Burnett to create Chromozome's communication DNA

Leo Burnett's Mumbai office has won the advertising account of Chromozome, the recently launched men's innerwear brand of Mumbai-based garment manufacturer Huechem Textiles. The account has come Burnett's way in the wake of a pitch-free presentation made to the client last month.

Heuchem, essentially an exporter of garments and innerwear, entered the domestic innerwear market last year with Chromozome. "As a brand that has been in the market for the last one year, we felt a need to employ the services of a full-fledged agency so that the brand could get its due," says Vineet Mehra, director, Huechem Textiles. "Leo Burnett came across as an agency that was eager to partner us in our vision of building this brand and making it a serious contender in the premium innerwear market in India." Incidentally, Chromozome is being pitched as ‘a new line of international men's innerwear.'

Speaking about the win, Vidyadhar M. Wabgaonkar, director, business & brand strategy, Leo Burnett India, said, "I think the client chose Burnett because of the good mix of strategy and creative which is essential for the developing brand. Chromozome is, creatively, a great opportunity… and a fun account to work on. Apart from cutting-edge creative, we are looking forward to executing several innovative on-ground promotions for early trials." The agency, however, refuses to divulge more on what it plans to do for the brand.

Considering that Chromozome is being positioned as a premium men's innerwear brand, competition lurks in the form of Rivolta, VIP Frenchie (both Maxwell brands) and Jockey. "The main competition is Jockey," reveals an agency spokesperson. "The objective for us is to build awareness, increase trials, expand distribution, and make it a national brand. To make it top-of-mind on image and premium parameters. The brand's differentiators are international styling and world class fabrics."

The agency is tightlipped about spends. Although, the spokesperson adds, "Given the superior quality and styling of Chromozome products, and their unique concept of bringing fashion into men's innerwear, the agency anticipates a significant growth in billings in the coming years."

While there isn't much official data available on the size and growth patterns of the men's innerwear market in India, a broader picture of the entire undergarments industry reveals a Rs 6,000-crore industry, where more than 65 per cent is in the hands of the unorganized sector. In fact, it is only over the past five years that quite a few branded players (Lux, Rupa, Amul and Dixie) have aggressively entered the market. Even so, the premium-end of the market is still relatively ‘untapped', with just three brands - VIP Frenchie, Rivolta and Jockey - in that space. And though the category is known for its price sensitivity, the Burnett spokesperson adds that, "Our target group does attach huge importance to branded products. They wouldn't be caught dead wearing Lux."

For Burnett, the Chromozome win is also significant as it compensates for the loss of the Amul account late last year. It may be recalled that in October last, agencyfaqs! had reported JG Hosiery (the manufacturers of the Amul brand) moving Amul out of Leo Burnett's Kolkata office to Bates India. And although Amul was one of the bigger spenders in this category, the promise of "a significant growth in billings" from Chromozome should give Burnett enough cheer. © 2002 agencyfaqs!