Options pushes up brand equity with new campaign

Mumbai’s fashion store, Options, is poised to launch a

360-degree campaign to assert its position as the preferred fashion store for families. It has signed up A B See Peninsular for a communication plan that will include television, press, outdoor and experiential media. The first phase of the communication is likely to pan out by May, 2013.

Says Dharmesh Shah, Founder, Options, “We have a strong relationship with Mumbai's upper middle class. It's time to leverage the strength and optimise our brand-value. We have ambitious growth-plans. Branding initiatives are integral to them. A B See Peninsular has strong credentials in fashion and yet, fresh in their thinking.”

The plans take off by middle February, when the summer season begins. Amit Baid, Founder and Creative Head, A B See Peninsular, adds, “Options is a household name in Mumbai. Our mandate is to make the brand more exciting and energise the relationship with its patrons. We are looking to add a whole new chutzpah to the brand's body-language.”