Rediffusion Y&R has bagged the creative mandate for women’s ethnic wear brand Biba. The account will be handled by the agency’s New Delhi office. There was no pitch involved. Prior to the appointment, the account was handled by Law & Kenneth.
The brand has 138 standalone stores across India and plans to reach 150 stores by 2014, informed an official statement from the agency. The campaign will straddle print, in shop, and all other media barring TV.
On the appointment, Siddharath Bindra, managing director, Biba said, “We are happy to give our creative mandate for the upcoming festive-winter 2014 to Rediffusion Y&R. We look forward to an exciting campaign ahead.”
Amitava Sinha, chief operating officer, Rediffusion Y&R, said, “We at Rediffusion are delighted to work with Biba. Being a fashion brand, our creative team is naturally rearing to go on this. Given their ambitious plans, we look forward to adding value to the brand through both our strategic inputs and cut through creative product. Also, Biba is the first in a series of new business wins that Rediffusion Delhi has achieved in the first quarter of 2014. Expect to hear some more good news from us in the coming weeks.”
Chraneeta Mann, national creative director-regional, Rediffusion Y&R, said, “Fashion has the power to transform an individual and is so much more than just a garment. Moreover, ethnic wear has evolved over the years and has become an expression of the wearer’s unique creativity, for there are so many ways that you can wear an ethnic garment today! Which is why for us, Biba is an extremely exciting opportunity to create a creative campaign that is as clutter breaking and unique in the category.”