On Ads has won the creative account of Spykar Jeans' new kidswear brand OYO. Amit Seth, Head, Marketing, Team Spykar Jeans, confirmed the news to Campaign India. Spykar launched their kidswear brand OYO (On Your Own) in the market in May this year.
Seth says it was On Ads' enthusiasm and courage of thinking that made them decide on the agency. Spykar has worked on a project wise basis with Saints & Warriors previously. When asked whether they had evaluated the possibility of working with S&W on this account as well, Seth would only say, 'We have worked with Saints & Warriors on a project basis and they have done a fair job. The association came to a natural end. The OYO account was not part of any pitch process, we simply liked their way of thinking and decided to go forward. Jignesh's body of work was very impressive and we wanted to tap into the enthusiasm that his team had."
Seth says the kidswear segment in India is largely unorganized and therefore affords a huge opportunity for organized players to tap into the segment. Organised players today account for only 15 % of the market segment. OYO is targeting the 4 to 14 age group. Seth says there is a significant target audience of upwardly mobile fashion conscious parents who are looking for quality kidswear for their children and they hope to tap into this need in the market.
Spykar has launched a retail rollout for the OYO brand since they forayed into this segment early this year. They already have 30 stores across the country in metros and mini metros. They are planning 50 stores in the country by the month end and 100 stores by the year end.
Seth says the marketing campaign will consist largely of brand activation, TV, print and outdoor.
