The win comes on the back of a multi-agency pitch. The Small Big Idea will be responsible for creating brand awareness across social platforms
BestMediaInfo Bureau | Delhi | October 9, 2015
Digital agency The Small Big Idea (TSBI) has bagged the digital mandate for Ethnicity, a niche brand offering ethnic apparel along with jewellery, artefacts, and home & accessories. The win comes on the back of a multi-agency pitch. The Small Big Idea will be responsible for creating brand awareness across social platforms.
Commenting on the win, Harikrishnan Pillai and Manish Solanki, Founders, TSBI, said, âFashion brands are always exciting to work on because it pretty much features on most youngstersâ âthings-I-care-about-listâ. Ethnic wear has a unique, eclectic place in the minds of consumers, and our challenge is to engage audiences on social media by touching the right cords. The strategy is a well-knit programme that encompasses multiple platforms like Facebook, Twitter, Instagram and Pinterest. The idea is to make the brand socially omnipresent and then engage all its stakeholders across platforms.â
On awarding the mandate to The Small Big Idea, Aparnaa Raje, CEO, Shree Balaji Ethnicity Retail, said, âThe brand Ethnicity is aggressive about its online approach, and the recent appointment of The Small Big Idea as the social media agency is one of the first few steps towards it. The team at TSBI come with a unique cross-industry experience, which we are certain, will bring freshness into the brandâs social presence.â
The Small Big Idea is a year-and-a-half-old start-up founded by two former television professionals, Pillai and Solanki.
Since its inception in 2008, Ethnicity has expanded its business pan India across 13 cities with 24 standalone stores and 23 Centrals. Ethnicityâs brand palette comprises Global Desi, W, Aurelia, Peppertree, Rain and Rainbow, Morpankh, Manyavar, India Circus, and Poparazzi, among others.