Cut The Crap bags FCUK's creative mandate in India

The Mumbai-based agency will work on a 360-degree campaign for the brand.

Oban Fashions, Rupa & Company's wholly owned subsidiary that has acquired exclusive license from French Connection Limited to develop, manufacture, market and sell innerwear and related products under the Brand name FCUK in India, has appointed Mumbai-based Cut The Crap (CTC) as its creative agency.

Commenting on the development, Siddhant Agarwal, director, Oban Fashions says, "FCUK is a cult brand and we needed an agency with passion and dedication to bring to it the glory it deserves. We decided to go with CTC because of their brand understanding and cutting edge creative interpretation. FCUK is all set to occupy center stage in premium innerwear segment in the coming years, and I am happy to have CTC partnering us towards that goal."

"Put simply, the challenge for the agency is to make FCUK the most talked about brand in fashion and among the fashion-forward," adds Jagdish Acharya, founder and creative head, Cut The Crap.

FCUK will be supported with a 360-degree campaign including digital and activation that will roll out parallel to distribution and retailing.

"Our strategy is to make every aspect of the brand exciting, be it design, packaging or day-to-day interface on social media. The objective is to be on 'top-of-fashion-minds'. Market shares will follow," shares Agarwal.

Rupa is an Indian knitwear brand. It covers a range of knitted garments from innerwear to casual wear.

French Connection is a London-based retailer and wholesaler of fashion clothing, accessories and homeware. It was founded in 1972 by Stephen Marks who continues to be its chief executive. It created advertising history when French Connection UK was rebranded using the initials as FCUK.

Oban Fashions is rolling out the products nationally, and in its first step the company will be focusing on distribution and retailing.

Cut The Crap is a boutique creative agency focused on brand building. Some of the brands it has worked on include Livon Hair Gain, Ujala, Iba (India's first halal cosmetics), Rocky Innerwear, Taj Cement, Rasna and Set Wet.