By A Correspondent
Brave New World will now lead the integrated communications mandate for retail clothing brand, Indian Terrain. The agency has been entrusted with creating an integrated brand presence across its mainline advertising, store communication, online presence and social media.
Said Charath Narasimhan, CEO & MD, Indian Terrain: “With the company at its 20-year mark, we were on the lookout for a partner who could help us grow our foothold in the mens and boys segment while creating an engaged audience base on our social platforms. With rife competition from aggressive new players, the opportunity at hand is to keep our strong base of loyalists close while growing the demand from a new generation of people entering the workforce. The integrated team at Brave New World came across just as passionate about results as they did about creativity. We look forward to having their fresh thinking help us craft a refreshed go-to-market playbook for the brand.”
Added Joono Simon – Founder and Chief Creative Officer of Brave New World: “The current e-comm clutter is causing a certain degree of commoditization of retail fashion, leaving many brands to look faceless and obtuse. As a result, most discerning customers are seeking out brands that are more meaningful and substantive. Indian terrain is a brand that has its feet rooted firmly on the ground and has nurtured a very loyal fanbase over the years. The name ‘Indian Terrain’ itself alludes to something bigger and intrinsic. We’re excited about unlocking the inherent potential it holds from a communication standpoint.”
Indian Terrain has signed actor Kunal Kapoor as its brand ambassador.He was also the brand’s first ambassador in 2006 soon after the release of Rang De Basanti.