VML Qais named digital AoR for cosmetics brand StreetWear

Street Wear India is owned by global cosmetics giant Revlon.

VML Qais, the Indian arm of VML Network, has been named the digital agency of record (AoR) for StreetWear India, following a multi-agency pitch held in December 2014. The agency's mandate is to create a strong emotional connect with the target audience, translating into increased usage and consumption.

StreetWear is a cosmetics brand owned by Revlon. It entered the Indian market in 2004. In October 2014, the brand was re-launched with new packaging, reinvented formulation and a new brand story. It aims to become the 'go to' brand for millennials, and to appeal to the TG in ways beyond a favorable price point.

A Revlon spokesperson says, "StreetWear as a brand is aimed primarily at the 18-25 year-old woman in India. Digital, therefore, becomes our lead channel to build relevance and affinity with this audience. We have worked with VML for Revlon and are confident they will turn around digital for StreetWear as they did for Revlon."

Tripti Lochan, CEO, VML Qais, notes, "We have had an exciting and fulfilling journey with Revlon since 2012 and are extremely happy to be able to extend that relationship to include the StreetWear brand. StreetWear is a fresh, dynamic brand in the cosmetics space, and we are keen to partner with them on this digital foray."

VML is a global marketing agency that delivers forward-thinking ideas and solutions for the world's most influential brands, including ICICI Bank, Mahindra & Mahindra, Revlon, Dell, INSEAD, Changi Airport and Mattel.

Founded in 1992 and globally headquartered in Kansas City, Mo., VML has more than 2,300 employees with principal offices in 26 locations across six continents. Regionally headquartered in Singapore, VML has offices in Jakarta, Mumbai and New Delhi. In 2001, VML joined the world's largest communications services group WPP.