Arms Communications wins creative business of Groversons Group

The manufacturer of ladies undergarments has handed over its creative duties to Arms Communications after a multi-agency pitch. The size of the business is estimated at Rs 7-8 crore.

The Groversons Group has handed over its creative business to Arms Communications. The win is followed by a pitch process that began in August 2011 in the Capital, in which about four Delhi-based agencies participated.

Confirming the news, Achal Bhutani, director, marketing, Groversons Group, tells afaqs!, "We liked Arms Communications' team effort and the ideas that it presented."

Groversons was established in India in 1953 by Chaman Lal Grover. It manufactures ladies undergarments in woven, knitted, and hosiery fabric. Some of the brands from the group include Paris Beauty, Miss-t, Poem, Sparsh, and Sunaina.

Groversons' flagship brand is Paris Beauty, which is targeted at the age group of 35 years and above. Its premium quality products are marketed under the brand name Paris Beauty Premium, while the Miss-t brand targets the youth.

"The company is looking forward to target the younger segment, and it liked the strategy and creative ideas that we presented," says Reet Ahluwalia, chairman, Arms Communications.

The group plans to use TV, print, digital, and below the line (BTL) activities to spread awareness about its brands. The estimated spend on the media for this financial year is slated to be in the range of Rs 7-8 crore. The campaign will begin by April 2012.

This is the second win in a month for Arms Communications. Recently, Luminous Power Technologies appointed Arms Communications for its new home electrical division.