Bates India to handle creative duties of Integriti

Bates India has bagged the creative mandate for Integriti,

an apparel brand from the Kewal Kiran Clothing (KKCL). The win for Bates comes on the back of a multi-agency pitch that took place in Mumbai. Sources say the agency has already started working on a campaign that includes a TVC. The creative duties for Kewal Kiran’s denim brand Killer Jeans lies with ad agency Grey which recently created several interesting campaigns to promote Killer amongst the youth.

Menswear brand Integriti was launched in 2002 and extended the range to include western casual wear and fashion accessories for women (Integriti Galz) in 2009. The offering has used catch-phrases such as ‘What’s your unlook’ and ‘Be-u-r-self’ in the past.

The company has already reduced its disproportionate dependence on its flagship Killer brand and has been focussing on the fashion wear offerings. At present, the company derives close to 50 per cent of its revenues from the Killer brand. In increasing its dependence on fashion wear offering, the company plans to emerge as a one-stop shop for fashion wear. Beside this, the company also has robust distribution channels which include multi-brand outlets and exclusive retail outlets. Through multi-brand outlets the company derives 58 per cent of its total revenues and has penetrated smaller cities.