Company to manage the launch of VIP's ladies handbags

The yet-to-be-named ladies handbag range is being test launched in various markets. The creative duties for the launch will be handled by K B Vinod and Bhupal Ramnathkar's Company.

Company has bagged the creative duties for the launch of VIP's ladies handbag business. K B Vinod and Bhupal Ramnathkar's agency will manage the duties for the yet-to-be-named brand.

Currently, the ladies handbag range is being test-launched in various regions in India. The campaign for this range from VIP Industries will be out by the end of this month.

Manish Vyas, vice-president, marketing, VIP Industries, confirms the news of Company's appointment as the creative agency for the launch of the new range of ladies handbags. The media mix will initially include print, outdoor, PoP and below-the-line activities. TV campaign will be considered at a later stage.

The spend on the media could not be ascertained at the time of filing this report.

In August 2011, afaqs! had reported that VIP Industries was looking for a creative partner for its ladies handbag range. At that point, several Mumbai-based creative agencies had participated in the pitch process.

The branded ladies handbag market is broadly restricted to super premium and luxury price points. Hence, the company foresees a large opportunity for a brand in the mass premium space. The ladies bags for VIP Industries will be sourced from China, like the rest of the company's luggage portfolio.