D&H Blurb Communications wins Liberty Shoes business

The agency will handle eight out of the 10 brands under the Liberty Shoes banner.

Liberty Shoes has appointed D&H Blurb Communications (in which Future Brands has a stake) to handle its creative duties. The agency won the business in a multi-agency pitch initiated in Delhi about eight months ago. The agency will handle eight of the 10 brands owned by Liberty Shoes. The other two will continue to be serviced by The Page.

Montage Advertising has also handled the creative mandate of all sub brands of Liberty Shoes for a long time.

Anupam Bansal, director, retail, Liberty Shoes, says that he chose the agency as it had a young team, which understood the youth well and came up with an out of the box and unconventional approach to how Liberty could connect with youngsters.

Besides designing the brand strategy and creating communication for brands such as Señorita, Gliders, Fortune, F10, Footfun and Coolers, among others, D&H Blurb Communications will also handle product and store design. "We feel the brand needs to be relevant to people, so our biggest challenge right now is to make it so. In perception, Liberty products have been unmistakably comfortable but rarely fashionable; it's time to change that," says Vaybhav Singh, chief operating officer, D&H Blurb Communications.

The 50-year-old Liberty Shoes plans to focus more on youth and aims target fashion oriented youngsters. "Five years ago, a person focused less on fashionable footwear and more on value for money. But today, people are becoming experimental. The tastes of consumers are changing and as a brand we need to change with it," Bansal says. He adds that Liberty Shoes' biggest challenge is to keep pace with the changing times, especially when it's an older brand trying to be relevant and contemporary to attract young customers.

Last year, the brand had come out with a television commercial featuring actor Hrithik Roshan. It also advertises on print and cinema halls.

The media duties are handled by Prachar Communications, while the digital requirements are handled by Brands of Desire.