Oban Fashions has appointed Cut The Crap (CTC) as the creative agency for innerwear and related products under the brand name FCUK in India. Oban, a subsidiary of innerwear player Rupa & Company, has the license from French Connection (FCUK) to manufacture, market and sell the brand in the said categories in India.
Siddhant Agarwal, director, Oban Fashions, said, “FCUK is a cult brand and we needed an agency with passion and dedication to bring the glory it deserves. We decided to go with CTC because of their brand understanding and cutting edge creative interpretation. FCUK is all set to occupy center stage in premium innerwear segment in the coming years and I am happy to have CTC partnering us towards that goal.”
Jagdish Acharya, founder and creative head, Cut The Crap, said, "I am delighted to announce our partnership with Oban Fashions for FCUK and French Connection Innerwear. Put simply, challenge for the agency is to make FCUK the most talked about brand in fashion and among the fashion-forward."
Agarwal added, “Our strategy is to make every aspect of brand exciting – be it design, packaging or day-to-day interface on social media. Our objective is to be on top-of-fashion-minds. Market shares will follow."
An integrated campaign including TV will be rolled out 'in phases', informed the agency.
French Connection is a London-based retailer and wholesaler of fashion clothing, accessories and homeware. It was founded in 1972.