MUMBAI: Creative agency Brave New World will now lead the integrated communications mandate for menswear & boyswear retail clothing brand, Indian Terrain. The agency has been entrusted with creating an integrated brand presence across its mainline advertising, store communication, online presence, and social media.

“With the company at its 20-year mark, we were on the lookout for a partner who could help us grow our foothold in the mens and boys segment while creating an engaged audience base on our social platforms. With rife competition from aggressive new players, the opportunity at hand is to keep our strong base of loyalists close while growing the demand from a new generation of people entering the workforce. The integrated team at Brave New World came across just as passionate about results as they did about creativity. We look forward to having their fresh thinking help us craft a refreshed go-to-market playbook for the brand,” said Indian Terrain CEO and MD Charath Narasimhan, speaking on the collaboration with Brave New World.

One of the country’s first integrated advertising start-ups, four-and-a-half year old Brave New World has been at the forefront of creating a new model for communication efficiency and efficacy. It specialises in the comprehensive and optimised delivery of brand communication across today’s highly fragmented media environment. “The current e-comm clutter is causing a certain degree of commoditisation of retail fashion, leaving many brands to look faceless and obtuse. As a result, most discerning customers are seeking out brands that are more meaningful and substantive. Indian terrain is a brand that has its feet rooted firmly on the ground and has nurtured a very loyal fanbase over the years. The name ‘Indian Terrain’ itself alludes to something bigger and intrinsic. We’re excited about unlocking the inherent potential it holds from a communication standpoint”, said Brave New World founder and chief creative officer Joono Simon, when asked about the new brand on board.