Biba appoints Taproot Dentsu

Taproot Dentsu has bagged the creative duties for Biba, an Indian ethnic wear brand. 

 

The agency will be responsible for conceptualising campaigns for Biba's spring-summer collection 2022. 

 

This account was won post a multi-agency pitch and will be serviced by Taproot Dentsu's Gurugram office.

 

Siddharath Bindra, managing director, Biba, said, “We are excited to partner with Taproot Dentsu as our creative partner for Biba. They bring to the table a good mix of understanding the category and interesting creative outputs for the same. We look forward to our partnership and creating some great campaigns together.”

 

Abhinav Kaushik, executive vice president and head of office, Taproot Dentsu Gurugram, said, “Biba is a well-established brand that every woman has seen, heard of, and at some point, shopped from. To work with such a well-entrenched brand in giving it a contemporary voice that will connect with the woman of today is both exciting and challenging. We are working closely with the Biba team for their upcoming collections and are gearing up to create a fantastic campaign for 2022.”

 

Titus Upputuru, national creative director, Taproot Dentsu, added, “Fashion is such an exciting segment. In my college days, I remember creating designs for a few women’s Indian wear design boutiques in Delhi. But I didn’t pursue it as a career as I fell in love with literature. When we got a chance to work on Biba, a homegrown Indian brand, my mind went straight to my college days. Working on the new direction of the brand and checking out the new collections were so fascinating. The colours, the fabrics, the cuts are all very exciting, and we are excited to create stunning new campaigns for the brand."