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Rifle comes calling courtesy Law & Kenneth

Sep '06
An effort by multiple agencies has seen Law & Kenneth get the order to do the creative duties for Rifle Jeans which is an Italian brand launched in India recently.

Indus Clothing is to manufacture and market the product in India. The deal is estimated to be worth Rs8 crore.

Media shop which manages all releases of Indus Clothing will handle the account of Rifle as well while media planning will be done by Media Shop and Indus Clothing jointly.

Rifle which is mainly a lifestyle brand has jeans as its main products with some tops and jackets.

American brands, Levi's and Wrangler are going to be its competitor in India.

Law & Kenneth, branch head in Delhi, Charu Bakshi said that Rifle will have advantage of the fact that it belongs to Italy which is the fashion capital of the world.

Rifle will be available across India and will target North and South Indian markets in particular.

Media included in the campaign will consist of outdoor as well as on-ground activities like connecting with youth events and retail branding.

Television may also be used but in the second round of promotion campaigns.

General Manager, sales and marketing of Indus Clothing, Vishal Gupta informed that catching Rifle is part of bigger plan to bring in more and more foreign brandsto Indian markets.

Three other brands have also been grabbed by Indus Clothing. They include Disney Jeans which is a part of Walt Disney and it will be made in India.

Two other Italian brands Energy and Miss Sixty but these will be outsourced directly from Italy.

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