Amanté assigns its creative duties to Rediffusion

Lingerie brand Amanté has assigned its creative duties to Rediffusion Y&R following a multi-agency pitch. The incumbent agency for the Amanté is Bates141. The size of the business is pegged at around Rs 8 crores.

Commenting on the win, Paritosh Srivastava, executive vice-president and branch head, Rediffusion Y&R, said, "It's a very satisfying win for us as most of the top agencies were vying for this business. MAS holdings is one of the largest manufacturers of apparels in South Asia with an impressive client list including brands like Victoria’s Secret, M&S, Gap etc. We are proud to partner them in their vision for Amanté in India. We strongly feel our view of the brand will help Amanté become a force to reckon with in the organized lingerie segment."

Commenting on their association with Rediffusion, Ajay Amalean, director, MAS Holdings, said, “There is tremendous potential in the premium lingerie brands in India and we are looking to ramp up our presence in the market. Amanté as a brand has been made for the Indian consumer and thus we want to stay focused and be a dominant player in the market.”

A subsidiary of MAS Holdings, Amanté was launched in India in 2007.