MUMBAI: Oswal Woollen Mills‘ (OWM) knitwear brand, Monte Carlo, has shifted its creative account to McCann Erickson.

A senior executive from McCann has confirmed the news.

According to industry sources, the account was shifted following a multi-agency pitch, which also involved agencies such as Law and Kenneth and Leo Burnett.

Bates 141 handled the account until now.

OWM is based in Ludhiana, Punjab - which is one of the knitting industry hubs of the country and also houses brands such as Neva, Duke, Rage and Madame. Tirupur in Tamil Nadu produces nearly 60 per cent of India‘s total knitwear exports.