Palasa wins Housefull and Rawwar's creative biz

MUMBAI: Creative house Palasa has won the accounts for a low cost furniture brand, Housefull and soon to be launched fashion brand, Rawwar.

Rawwar will be launched in February 2012.

Palasa has won Housefull‘s creative duties by just recommending them a communication strategy and a defined path to make Housefull a reliable furniture brand in the industry. The communication strategy gives a lift to the catalogue advertisement the company said in an official statement.

Palasa director Sandeep Bomble said, "It feels good to win the accounts. In case of Housefull, it‘s a challenge to shape up a catalogue ad and make it a brand. We are excited about it."

The creatives will be done across mediums from above-the-line (ATL) to below-the-line (BTL). The media spent is estimated to be from Rs 120 - 150 million.

Housefull is on expansion spree and plans to open maximum number of stores across India in the year 2012. "We saw this as a great opportunity to make Housefull ‘the‘ household furniture Brand of India," Bomble added.

"To survive in this ever evolving fad, being raw isn‘t good enough. To overcome, situation demands a reverse in trend. o announce a war, a fashion war. The idea is in the name itself, as the mirror reflection of Raw is War. And with Rawwar, it‘s a win-win situation. The target is younger audience and it is an affordable brand. The brand is coming up with apparels ranging from denims to T-shirts and shirts for men and women. Apparently, we are also designing the T-Shirts and the exclusive retail outlets for the brand," he said.

The approximate media spent for Rawwar would be around Rs 30-40 million in the initial phase.

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