Focus Circle wins creative duties of W

The agency's Delhi office will service the account.

TCNS Clothing, which owns the women's wear brand W, has given its creative mandate to Focus Circle Brands. The agency won the business after a multi-agency pitch process that was held in Delhi in May. W was serviced by M&C Saatchi recently. Rediffusion-Y&R has also worked on the brand in the past.

Under the creative mandate, Focus Circle Brands will be responsible for overall brand positioning, which includes season campaigns, retail communication, collection-specific announcements and trend news.

Anant Daga, CEO, TCNS Clothing, says that Focus Circle Brands' in-depth knowledge about the women's wear market and target consumers, robust experience in media, retail and experiential lifestyle retail made it the preferred choice.

"Given the complexities of the retail marketplace and our portfolio of products, it was crucial to select a creative and passionate team to partner in our growth endeavour. We are really excited to have Focus on board as our creative partner," says Daga.

Rahool Talukdar, national creative director, Focus Circle Brands, says, "W is one of the most promising Indian brands, which provides contemporary fashion for urban women. The brand has successfully redefined the traditional Indian outfit according to the sensibilities of modern Indian women. Innovation is an inseparable element of the brand and we at Focus also believe in the same thought process."

Brand W offers contemporary and chic salwar-kameez. While the brand has its own retail shops, it also offers the brand through multi-brand outlets. In 2011, the brand received Rs 60 crore from Matrix Partners India, a private equity firm, in its first round of institutional funding.