Eggfirst gets creative duties of ethnic fashion brand Jashn

Eggfirst India has been handed the creative duties of ethnic fashion brand Jashn.

Jashn launched operations in Mumbai in 2003. It currently has a presence in 22 cities across India and in the UAE. Celina Jaitly is the brand’s ambassador. The mandate is for 2013-’14.

Rahuul Jashnani, managing director, Jashn, said, "Eggfirst was a nice little find for us. Their understanding of the market is bang on and on the basis of that, the strategy they etched out to take the brand communication to the next level is fantastic. Their creatives are fresh and very appealing and the communication planned is very well in sync with Jashn’s target customer.”

Vivek Menon, COO, Eggfirst, said, “Jashn is a popular women’s ethnic wear brand across India and two cities in UAE and has been doing well. The question we had on our minds was how we could make it better. A lot of study went into understanding of the market and the target group. Once we had the analysis, we indentified some worthwhile insights and drew upon them to carve out a strategy and a creative approach. We are delighted that Rahuul and the management at Jashn liked us and our work, and we are confident of taking the brand to the next level."

A print campaign is expected to break in a few weeks.