The account was won following a multi-agency pitch.
Arvind Fashion Brands, a subsidiary of the textiles manufacturer Arvind Limited, has assigned its integrated branding mandate to I-AM, the global multi-discipline branding consultancy and interior design agency.
The account was won following a multi-agency pitch. I-AM impressed the apparel brand with its approach towards the brand and the consumer, and its understanding of the apparel sector in general.
As part of the win, I-AM will work on creating a unique, all-inclusive strategic positioning and brand identity for 'True Blue', a premium menswear apparel and accessories brand from Arvind Fashion Brands for which the latter has partnered with cricketer Sachin Tendulkar. In addition to this, the agency will also take care of the in-store visual language and leverage customer journey to design the True Blue store.
The first True Blue outlet conceptualised by I-AM will come up in Mumbai, in May, this year. The brand plans to launch around 25-30 stores across India in the next five years. The apparel range designed by Tendulkar will showcase 300 trendy styles and is priced from Rs 1,199 onwards.
Commenting on the win, Rajiv Mehta, chief executive officer, Arvind Fashion Brands, says, "We have partnered with (Sachin) Tendulkar to launch True Blue, a premium fashion brand with a distinctive positioning in its segment. I-AM demonstrated a unique approach, processes, tools, and strategic thinking on the brand which I am confident will make an impact in the market."
According to Brian Pinto, country head, I-AM, the agency's aim will be to create a distinctive brand and an aspirational new way to shop for apparel which provides inspiration and empowers consumers with style and knowledge. "As part of the process, we must ensure a systematic and seamless brand experience for the shopper. Due to our excellent global credentials and past portfolio of innovative design work, Arvind Fashion Brands has entrusted us with launching its foray into premium menswear with True Blue. To work with the True Blue team to define the brand positioning and create this new experience has been a great collaboration, and we hope consumers enjoy experiencing it as much as we have enjoyed creating it," he says.
I-AM is a brand consulting firm based out of London with offices in Mumbai, Istanbul and Dubai. The firm creates 360-degrees brand experiences that delight customers, builds brand advocacy and drives business performance.