MAM

Pepe Jeans launches India centric ad with Siddharth Malhotra

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2018/03/08/Siddharth_Malhotra_1.jpg?itok=H_mtzBhE

MUMBAI: Ever since it stepped foot on Indian soil, Pepe Jeans has been a popular choice among youngsters looking for denim. Founded in 1973 in London by three Indian brothers (Arun, Nitin and Milan Shah), the brand today has its footprints across the globe.

India is among the top three countries globally for Pepe in terms of business along with Spain and Germany. When Kavindra Mishra joined Pepe Jeans in 2013 as MD, the company’s net sales stood at a mere Rs 180 crore but with his marketing and strategic expertise, Pepe has grown exponentially and its net sales as of 2017 stood at an astounding Rs 1000 crore.

Now, Pepe Jeans has signed Bollywood actor Siddharth Malhotra as its first ever Indian brand ambassador. The brand has created an India centric campaign with the actor called, Spring Summer 18 campaign #MadeToCreate. The campaign is all about acting on your passion to create art and bring to life something remarkable that is driven by creative expression.

<iframe width="560" height="315" src="https://www.youtube.com/embed/W3EMS6SPqZU" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe>

The thought behind launching India’s first campaign for Pepe is in sync with the brand’s gaining popularity among youth and adults. Created by Pepe Jeans' in-house team in collaboration with the company’s global agency Spring Studios, the campaign idea was planned around eight to nine months ago.

The brand that traditionally resorts to print/magazine and OOH for its marketing has created three digital movies to connect with gen-Y. Mishra says, “We haven't done much advertising and marketing so far but that will change with this new campaign.” The brand will be ignoring TV as its core TG is always on digital and hence the brand will double its investment on digital platforms, in-cinema and OOH. Pepe will also conduct mall activations and tie ups with metro stations to advertise the new campaign.

The denim manufacturer will roll out another campaign in the second half of 2018, with Polish model Hanna Juzon.

Malhotra joins a star-studded global line-up including Ashton Kutcher, Cristiano Ronaldo, Kate Moss, Sienna Miller and Cara Delevinge, all of whom have modelled for Pepe Jeans over the years.

Although wearing jeans that cost approximately Rs 2000-4000 can be considered an urban phenomenon, that seems to be changing as with increasing digitisation, people in rural areas don’t mind spending some extra bucks to look ‘fashionable’. Mishra thanks e-commerce as because of the ease in online shopping and digitisation, people in smaller towns now understand fashion equally.

Mishra plans to open 35-40 stores every year and 2018 will be no less for the brand. He believes that in today’s competitive market, brands need to provide reason for a shopper to shop with them. In the apparel business, the way your store looks is equally important as the store is your marketing base.

Pepe Jeans India is also entering the innerwear segment. It has formed a 50:50 joint venture (JV) with Kolkata-based hosiery major Dollar Industries for the manufacture and marketing of premium innerwear. Called Pepe Jeans Inner Fashions, the JV entity will make innerwear, lounge wear, gym wear, sleepwear and tracksuits targeting the premium segment.

The company will launch its first line of autumn-winter collection in July or August 2018.

Also Read :

Competing with consumer activities not brands: Kingfisher's Sheikhawat

Cinema advertising begins to take centre stage

IPL 2018: Team sponsorship deals may see an uptick

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/indigo.jpg?itok=vjuB3RII
Indigo Nation awards digital mandate to Social Kinnect

MUMBAI: To build a stronger brand connect with the younger generation, and to seamlessly bridge the gap between online and offline audiences, Indigo Nation has awarded Social Kinnect the duties to manage its digital mandate.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/hostar.jpg?itok=fwdDJrrI
Flipkart, Hotstar announce new ad platform ‘Shopper Audience Network’

Flipkart and Hotstar recently announced the launch of Shopper Audience Network, Flipkart’s new ads platform that allows brands to connect with customers through personalised TrueIntent video ads on Hotstar.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/anada.jpg?itok=nTK_avhe
Ananda Dairy launches awareness campaign for packed paneer

Ananda, one of the leading dairy products manufacturing company, recently launched its new awareness campaign to educate customers about the benefits of consuming a packed paneer v/s loose paneer.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/post.jpg?itok=zI1i3XEW
Signpost India Invites brands to come together for Save the Tiger campaign

Nagpur, the “Tiger Capital of India” is all set to don a refreshing new look by Signpost India, in active collaboration with Forest and Revenue Department of Maharashtra.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/cad.jpg?itok=JVTE7xPM
Cadbury Dairy Milk launches campaign for 70-year celebration

Cadbury Dairy Milk recently completed 70 years in India and to celebrate the occasion, Mondelez has launched a new campaign for India’s favourite chocolate.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/image.jpg?itok=2rcBfUiv
Big B faces the heat for Kalyan Jewellers TVC

Kerala-based jewellery chain, Kalyan Jewellers' latest TVC featuring Amitabh Bachchan and his daughter, has been termed as “disgusting” and aimed at creating distrust in the banking system by the bank union, according to a report by Mint.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/jeep.jpg?itok=xSFVsZyM
Laqshya Media Group creates India’s largest billboard for Jeep Compass

Laqshya Media Group has partnered with Jeep India to create India’s largest outdoor media installation for its iconic Compass on one of the busiest national highways of India which connects two major cities, Mumbai and Pune.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/honor.jpg?itok=iFKjGffP
Honor launches new ad with Bhumi Pednekar

Honor, the e-brand of Huawei, has kick-started Honor 9N #NoOrdinaryBeauty campaign in collaboration with Bollywood actress Bhumi Pednekar.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/seenu.jpg?itok=a1k6y6IH
Seenu Kurien joins Carnival Cinemas as VP sales and marketing

Carnival Cinemas, a motion picture exhibitor, today announced the appointment of Seenu Kurien as VP- sales and marketing.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories