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Kumble to promote Indigo Nation

BS Corporate in New Delhi

Indus League Clothing Ltd, the Bangalore-based apparel firm, is close to launching a new advertising campaign with cricketer Anil Kumble as the brand ambassador.

The Rs 850-million company is expecting to achieve a 25 per cent growth this year. The Rs 40 million campaign is to be launched through various media.

Saatchi & Saatchi created the commercial, while Mumbai-based Benaifer Contractor (known for the makeover of Aamir Khan, Akshaye Khanna and Saif Ali Khan in Dil Chahta Hai has given a new look to Kumble.

Fazle A Naqvi, director (marketing & merchandising), said: "The communication strategy revolves around transformation. And the 40-second commercial would showcase how Indigo Nation transforms Kumble's personality. The fact that he sported this look throughout the NatWest series is enough evidence that Kumble is convinced of the transformation himself."

The company has signed Kumble for a medium term. He will represent the brand through advertisements and participate in promotional activities across the country and overseas.

Apart from Indigo Nation the company also has Scullers (readymade brand for both men and women) in its portfolio. Future plans include extending the Indigo Nation to womenswear by next year.

Launched in 1999, Indigo Nation is available across the country through 60 exclusive showrooms and leading national chain stores, such as Shopper's Stop, Lifestyle & Globus.

The brand is also having presence in 13 countries and with exclusive showrooms in the Middle East and Sri Lanka. The company aims to be a 100 store chain by March 2003.

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