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Phive Rivers salutes 'mancraft' with its luxury ladies handbags

Created by Hakuhodo Percept, the campaign spans across digital, print and ambient media

BestMediaInfo Bureau | Mumbai | August 7, 2014


Behind every successful man is a woman. But behind every piece of exquisite handbag created by Phive Rivers are hardworking men. Created by Hakuhodo Percept, the Delhi headquartered Indo-Japanese agency, which recently won the account, the campaign for Phive Rivers has been shot by Amit Dey.

“This isn’t an idea born in a conference room, but rather on the shop floor of the client’s factory. The client spent hours and hours telling us every little detail of how these exquisite bags were made, right from sourcing the finest natural Italian leathers down to the smallest rivet and clasp. We felt we just had to bring this passion for design alive,” said Sabuj Sen Gupta, Executive Creative Director at Hakuhodo Percept.

The campaign focuses on ‘mancraft’, that is, men are behind the beautiful handbags made especially for deserving women. It consists of print posters as well as a digital campaign. Each showcases one expert, be it the cutter, the fixer or the finisher. The campaign is available on the landing page of the brand’s site as well.

elvis-sequeira Elvis Sequeira

“It’s a sexy twist on the category, and ‘Mancrafted’ is a great property that captures exactly what Phive Rivers is all about. It is fantastic to partner with clients who are as creative as Mohit, Jasbir and Aman and the work has been just terrific,” explained Elvis Sequeira, COO, Hakuhodo Percept.

While the campaign is currently available on digital, print, retail, product and ambient media, they are also looking at creating TVCs in the near future.

Mohit Gill, Commercial Director, India Operations, Phive Rivers, said, "Bringing sensuality to the crafting process with men showcasing a women’s bag was really original and something never done before, and that’s what the brand stands for. As we would say, untouched by machine… made by Men."


Client: Phive Rivers

Creative Agency: Hakuhodo Percept

Executive Creative Director: Sabuj Sen Gupta

Associate Creative Directors: Pankaj Kumar

Copy Group Head : Tripti Kakkar

Client services: Pamit Kapoor

Client Services Director: Kanika Rawal

Photography: Amit Dey

Client Team: Aman Gill, Jasbir Gill, Mohit Gill


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