CogMat to handle Provogue's social media mandate

The fashion brand will get into social media marketing for the first time and has appointed CogMat after reviewing a few other agencies.

Popular fashion and lifestyle retail brand Provogue, which has been active on the communication front particularly led by print, will now test waters in the digital realm. It has brought on board CogMat to handle its social media duties, for starters.

CogMat bagged the business after Provogue reviewed a few other agencies. However, there was no formal pitch process initiated. For the agency, the win comes close on the heels of bagging the digital mandate for IT-security solutions company, Quick Heal Technologies.

Aarti Poddar, head, marketing, Provogue India tells afaqs! that CogMat's strategies were the closest to what the brand has in mind for itself when it comes to digital.

"We wanted to strengthen our digital marketing initiatives and hence, wanted a professional team to handle this space. There was no pitch called but we were meeting several professional setups. CogMat approached us and gave us an understanding of its services, and also presented thoughts and ideas to promote Provogue in the online space. Its approach met with what we have in mind and that is how CogMat came on board,"

Poddar says.

For Provogue, it makes a lot of sense to strengthen its social media presence, given that the major chunk of its target group is the youth.

The mandate for CogMat is to create a community of brand loyalists through popular social networks and the ball has already been set rolling by the agency. CogMat's focus will also be to connect with a larger audience, particularly during Provogue's new collection launches.

The brand's other digital communication will be handled by its in-house team, informs Poddar.

While Provogue plans to connect strongly with its TG (target group), it is waiting for a better understanding of the digital medium before it earmarks serious spends on it. Poddar reveals that in another five-six months, a sound digital strategy should be in place.

Launched in 1988, Provogue India is a company listed on the bourses and is a leading name in the contemporary clothing category. Spread across 73 cities in the country, Provogue has more than 350 outlets in India.