N. Shatrujeet

Lemon joins Maxwell roster with Rs 2-crore innerwear account

Undergarment-maker Maxwell Industries has added Lemon Communications to its agency roster by awarding it a new ‘premium international innerwear’ brand

Lemon Communications has gained access into Maxwell Industries' agency roster by winning the advertising account of a hush-hush, soon-to-be-launched range of ‘premium international innerwear'. Neither client nor agency is revealing anything about the specifics of the business, and even the brand name is a closely guarded secret. But what we do know is that the account is worth Rs 2 crore, and that Lemon won the business on the back of a pitch held some two months ago. However, as details are not forthcoming, it is not clear if any of Maxwell's current agencies were involved in the pitch.

Maxwell Industries - the maker of undergarment brands VIP, Rivolta and Lovable, and casual wear brand, Live-in - currently works with three agencies. While the VIP brand (and its the dozen-or-so sub-brands such as Frenchie, Feelings and Advanta) are with O&M, Advertising Avenues handles the advertising for the Rivolta (premium men's undergarments) and Lovable (premium women's undergarments) brands. The Live-in account is with Contract Advertising. By appointing Lemon, Maxwell has added a fourth agency to its roster.

"We are happy that Lemon has added yet another exciting client to its list of acquisitions," says Ravi Deshpande, head of Lemon Communications. "It is particularly heartening when clients such as Maxwell repose their trust in us. That reputed advertisers such as Maxwell, Cadbury India and Standard Chartered, who have a very clear and sharp communication agenda, have come to us is a very healthy sign."

Attempts to press for details come to naught. "I really cannot tell you anything right now," is all that Deshpande ventures. When asked why the client had picked Lemon over the other contenders, Deshpande replied, "I think the client can best answer that. All I can say is it is nice knowing we are a Maxwell agency."

Given the confidentiality surrounding the launch, Maxwell couldn't be expected to part with much information. However, according to Vinay Reddy, director, Maxwell Industries, Lemon was the obvious choice because, "Lemon has an impressive bank of advertising, creative and marketing talent, all under one roof, which will be a huge asset for us while launching the brand. They also have a strong focus on creative energies, which will help us arrive at clutter-breaking communication." © 2002 agencyfaqs!

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