MUMBAI: Rediffusion-Y&R has added yet another win to its kitty by winning the creative duties for Amanté, a subsidiary of MAS Holdings, South Asia‘s largest supplier of niche market lingerie.

The account will be handled out of Rediffusion-Y&R‘s Benguluru Office. In the final stage four agencies were in the running for the business which included RK Swamy, TBWA, Meridian and Rediffusion-Y&R. The incumbent Agency is Bates 141. The size of the business is approximately Rs 80 million. 
 
Amanté was launched in the Indian sub continent in the Fall of 2007 with a vision to be the leading value premium lingerie brand in the Asian Region. The brand embodies two decades of excellence by MAS in this specialised field.
 
Said Rediffusion Y&R EVP and branch head Paritosh Srivastava, "It‘s a very satisfying win for us as most of the top agencies were vying for this business. MAS holdings is one of the largest manufacturers of apparels in South Asia with an impressive client list including brands like Victoria‘s Secret, M&S, Gap etc. We are proud to partner them in their vision for Amanté in India. We strongly feel our view of the brand will help Amanté become a force to reckon with in the organized lingerie segment."
 
Added MAS Holdings director Ajay Amalean, "There is tremendous potential in the premium lingerie brands in India and we are looking to ramp up our presence in the market. Amanté as a brand has been made for the Indian consumer and thus we want to stay focused and be a dominant player in the market."