MUMBAI: Casual menswear brand ColorPlus has appointed KarishmaLintas, an IPG company and part of Lintas India Group, as its new creative agency.

ColorPlus chief operating officer Hetal Kotak said, "We believe that KarishmaLintas’ creative ability, planning and strategic focus will help us further our brand plans for ColorPlus. Their understanding of the brand and its consumers and their skill to translate consumer insights into strategy and creative solutions provided them an edge over other agencies in the fray."

Launched in 1993, ColorPlus created a niche in the ready to wear market in India with a premium range of clothing for men and its distribution channel spread extends to the Middle East as well.

KarishmaLintas executive director G V Krishnan said, "ColorPlus is an iconic brand that introduced the concept of "smart casuals" way back in the 90s, liberating the office goer of monotony. The mandate given to us is to strengthen the brand and also make it relevant to the new age consumers, while keeping the timeless values of ColorPlus-authenticity, heritage, quality, craftsmanship, design sensibilities and the loyalty the brand enjoys among the discerning Indian men."