Eggfirst bags creative duties of ethnic wear brand Jashn

Jashn is a ten-year-old ethnic wear brand present in India and the UAE

BestMediaInfo Bureau | Delhi | January 31, 2014

Eggfirst, a Mumbai-based advertising agency, has bagged the creative duties of premium ethinic wear brand, Jashn. The account was won after a few rounds of intense discussions around strategy and creative roadmap for the future.

Jashn, a 10-year-old ethnic wear brand present in India and the UAE whose brand ambassador is Celina Jaitly, was on the lookout for an agency that understood their industry well and could suggest fresh ways to market the brand. Eggfirst presented a robust strategic framework for the brand, based on the specific study of the market and the target group Jashn caters to. This, coupled with their creative approach, was enough to convince Rahuul Jashnani, Managing Director, Jashn, that Eggfirst was the right agency for the brand.

Jashnani said, “Eggfirst was a nice little find for us. Their understanding of the market is bang on and on the basis of that, the strategy they etched out to take the brand communication to the next level is fantastic. Their creatives are fresh and very appealing and the communication planned is very much in sync with Jashn's target customer.”

Eggfirst will be responsible for driving the creative of the brand and its various sub-brands in 2013-14.

“Jashn is a popular women's ethnic wear brand across India and two cities in the UAE – Dubai and Abu Dhabi, and doing well in those markets. The question we had on our minds was how to make it better. A lot of study went into understanding the market and the target group. Once we had the analysis, we indentified some worthwhile insights and drew upon them to carve out a strategy and a creative approach. We are delighted that Rahuul and his management at Jashn liked our work. We are confident of taking the brand to the next level,” said Vivek Menon, COO, Eggfirst.

The agency is busy working on a new print campaign for the brand, with the launch scheduled in a few weeks' time.

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