I-AM bags Arvind Fashion Brands' True Blue's branding mandate, March 2016
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Arvind Fashion Brands
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I-AM, the international multi-discipline branding and
interior design agency,
won the integrated branding mandate from Arvind Fashion Brands a
subsidiary of textiles major Arvind Limited. It was a multi agency
pitch, with Arvind Fashion Brands deciding to go with I-AM after being
impressed with their approach to the brand, the consumer and their deep
understanding of the sector.
Arvind Fashion Brands has recently partnered with legendary cricketer
Sachin Tendulkar to launch an iconic premium men’s wear apparel and
accessories brand called ‘True Blue’. True to its name, the brand
re-interprets traditional Indian heritage in the modern context, making
it relevant to the contemporary Indian who is asserting himself on the
world stage. He is the new age Indian who is comfortable in his skin and
can blend with diverse audiences effortlessly.
After a comprehensive workshop with the Arvind Fashion Brands team,
leveraging consumer and cultural trends as well as international
benchmarks in retail, I-AM proposed a unique, all inclusive strategic
positioning and brand identity for ‘True Blue’. Besides this, the agency
will also be responsible for creating the in-store visual language and
leveraging the customer journey to design the benchmark True Blue store.
The first ‘True Blue’ outlet conceptualized by I-AM will come up in
the Master Blaster’s home city, Mumbai, in May 2016. The brand plans to
launch around 25-30 stores across India in the next 5 years. The apparel
range designed by Tendulkar will showcase 300 trendy styles and is
priced from Rs 1,199 onwards.
Rajiv Mehta, CEO, Arvind fashion Brands said “We have
partnered with Sachin Tendulkar to launch True Blue, a premium fashion
brand with a distinctive positioning in its segment. I-AM’s demonstrated
a unique approach, processes, tools and strategic thinking on the brand
which I am confident will make an impact in the market.
Said
Brian Pinto, Country Head I-AM, “Our
aim is to create distinctive brand and an aspirational new way to shop
for apparel which provides inspiration and empowers consumers with style
and knowledge. As part of the process, we must ensure a systematic and
seamless brand experience for the shopper. Due to our excellent global
credentials, past portfolio of innovative design work, Arvind Fashion
Brands has entrusted us with launching their foray into premium men’s
wear with True Blue for which we are very excited. Working with the True
Blue team to define the brand positioning and create this new
experience has been a great collaboration, and we hope the consumers
enjoy experiencing it as much as we have enjoyed creating it.”
About I-AM
I-AM is a
brand consulting firm
based out of London with offices in Mumbai, Istanbul and Dubai, which
creates 360° brand experiences that delight customers, builds brand
advocacy and drives business performance.
The agency offers services, spanning from the creation of
Brand Strategies,
Brand Identities, Physical and Virtual Environments and even Commercial
Interior Design spaces. I-AM is reputed for these services around the
world, across various industries such as Fashion, Finance & Banking,
Food & Beverage and Real Estate, amongst many more.
For Any Further Information, please contact:
Brian Pinto
Country Head, I-AM
Email: brian@i-ammumbai.com
Tel: +91 9930519476
