Mumbai: Aegies Media's Doosra Brand Communications has won the creative business of Mistair, the premium fabric brand from the Siyaram Group.

Under this mandate Doosra will give the creative edge to the communication for Mistair, pan India.

Doosra MD Zahir Mirza said "I am happy to add Mistair to our roster of brands. We look forward to creating a distinct and unique identity for the brand in the crowded fabrics marketplace, through unconventional thinking and non-traditional methods that are Doosra's specialty."

Doosra came into existence with the purpose of doing non-traditional advertising work. Named after the off-spinner's delivery in cricket that turns the other way from the batsman's expectations, Doosra's approach to work is similar, the agency said.

Mistair business head Vikas Malhotra added "We are pleased to have Doosra on board with us for one of our brands Mistair. The agency was able to come up with the right creative strategy which clearly defined our business objectives and goals. Mistair would focus on fabrics for the young and sees a lot of action in the coming years through its strategic partnership with Doosra."