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IBD India to handle Pure Home+Living's brand & creative services

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MUMBAI: Pure - Home+Living, the retail brand of DLF Brands, has roped in IBD India, a Percept Hukuhodo Company to handle their brand and creative services.

The size of the business is estimated to be between 80-100 million.

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.

DLF Brands head marketing Ambika Nair said, "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."

IBD India will work on the strategy and creative deliverables of Pure- Home + Living. To start with, IBD will be focusing on launching Pure - Home + Living and making it a preferred brand in the Home D?cor space.

IBD India COO Jyotsna Chauhan 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."

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