IBD India roped in to handle Pure Home+Living’s creative duties

The agency was appointed by DLF Brands following a multi-agency pitch process

Dec 13, 2011 03:40:00 PM | Article | Campaign India Team

Pure - Home+Living, a retail brand from DLF, has roped in IBD India to handle their brand and creative services. The agency informed that the size of the business is between Rs. 8-10 crore. The agency added that the brand had called for a multi-agency pitch wherein the brief constituted of establishing Pure – Home + Living, as amongst the leading players of contemporary home furniture and accessories brand in the Indian home fashion industry and lifestyle accessories.

Speaking on the occasion, Ambika Nair, head - marketing, DLF Brands, “It was the agency’s in-depth understanding of the market and their overall business approach towards our brand that assured us that they understood our goals. Therefore we see this development in sync with the company's plans to focus on growing its business in the Indian market.”

Commenting on winning the duties, Jyotsna Chauhan, chief operating officer, IBD India, added, “The focus is to break the clutter and create a differentiated positioning for Pure. Giving the new age men and women, the power to ‘Refine, Express and Match’ their life’s aspirations. Our campaign aims at extending the essence of Pure to match the changing needs across genders and tastes.”