In a recent development, Arvind Ltd – that operates the Brand True Blue (A JV between Arvind Ltd and Sachin Tendulkar) has appointed HOWL as its Integrated Digital Marketing partner for growing the brand awareness through a digital-first approach.
True Blue is a menswear label, that mixes Indian dyeing and cloth-making techniques with western styling. It was launched in 2016 and has eight standalone stores across the country.
Speaking on the occasion, Rahul Ashok, Business Head said, “The brand was launched in 2016, and ever since, has doubled revenues every year. Given that our footprint is now significant through multiple formats pan India, it is important to leverage the Digital landscape. Our goal is to connect with the Modern traditionalist online through a contemporary expression of thoughts and ideas yet not forgetting the very roots that they come from which makes them Indian – Truly True Blue. The team at HOWL understands the audience we intend to target both from an engagement level and to help drive revenues. We are confident that they will quickly bring strong content and engagement for us in the Digital Space”.
Tufayl Merchant, COO and Co-Founder at HOWL, said, “A number of celebrities have partnered with brands — across categories like fashion, lifestyle, food and beverages — to co-own and co-create product labels. True Blue from Sachin Tendulkar and Arvind Fashion Brands and , YWC from Yuvraj Singh and Suditi Industries, Deepika Padukone’s All About You in collaboration with Myntra, and Tiger Shroff’s Prowl with Mojostar are a few examples of celebrity-led fashion brands that have hit the market recently
We are delighted to be appointed as the Integrated Digital Marketing Partner for True Blue. True Blue at the very onset has aspired to be a Global Apparel Brand, a vision set by Sachin Tendulkar himself and the leadership at Arvind. With an approach as aggressive as this, the Digital Space will play a vital role in driving home the Brand’s value proposition to its audience.”
HOWL, is currently headquartered in Mumbai and has offices in New Delhi and Bengaluru and manages clients such as Digibank by DBS, HRX, High Street Phoenix & Palladium, Baggit, Zee Live and Floh Tampons to name a few.