Bangalore-based Happy Creative Services has won the creative mandate for Timberland’s India operations. The American outdoor brand will enter Indian markets in partnership with Reliance Brands Ltd.
The work for Timberland started with the brand's corporate social responsibility initiative ‘Timberland Unsung Heroes: Not Starring John Abraham’, that kicked off with an event at the first Timberland Store in Ambience Mall, New Delhi. It featured Bollywood actor John Abraham and film maker Mike Pandey, who felicitated five heroes from various parts of India identified for their unmatched work in eco-conservation – a cause that is upheld by Timberland internationally.
Kartik Iyer and Praveen Das, directors and co-founders of Happy, said, “It feels awesome to work on a brand with such great heritage. Though we won’t have the opportunity to create ATL communications for Timberland for now, coming up with the Unsung Hero's initiative has been very exciting. We see a lot of potential to produce some great work on the brand in the future."
"In Happy, we have found a unique combination of a very quick uptake and understanding of the brand DNA and an ability to put a refreshing spin of ideas on this; the ‘Timberland Unsung Heroes - not starring John Abraham’ is a good example of this,” said Darshan Mehta, president and chief executive officer of Reliance Brands.
In the future, the brand plans to open exclusive stores across all major cities in the country.