Grey Worldwide assigned to revive Vimal from dormancy
07 Oct '06
1 min read
Reliance Textile Industries, part of Mukesh Ambani's Reliance Industries, has decided to assign Grey Worldwide for its sole apparel brand Vimal. Media duties will be assigned to Vibrant, which is the company's media AOR with Nikhil Dave in charge.
The size of Vimal's business is about Rs40 crores. Vimal is a retailer of suitings, shirtings and sarees. After 1998 it lost its dominance in the apparel market although its products had good sales. It is now planning an advertising campaign on large scale.
Grey Worldwide has been given responsibility to revive the brand from dormancy. Of the Rs40 crore budget, about Rs20 crores will be spent on TV and press campaigns. It will take three months to renovate the brand.
Vimal will enhance quality and quantity of its range in these three months. It will also sign a modern celebrity as its brand ambassador.
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