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Tag: One8

  • Artimas Fashions assigns 12-15% marketing spend for Virat Kohli’s innerwear range one8

    Artimas Fashions assigns 12-15% marketing spend for Virat Kohli’s innerwear range one8

    MUMBAI: Virat Kohli is not only the number 1 cricket sportsperson in the world but also a dynamic youth icon whose personality allures millions of youngsters across the world. He is known for his determination, rigour, and the undying zest towards achieving success. Embodying the same facets of his personality, the cricketer, in association with Artimas Fashions, recently launched the innerwear collection of his brand one8-conceptualised by Cornerstone.

    A subsidiary of Lux Industries Ltd, Artimas Fashions Pvt Ltd is the official licensee for cricketer Kohli’s one8 innerwear collection and is working diligently to place this newest offering from the one8 basket as the preferred choice of the millennial population.

    Its positioning as a functional brand offering ‘comfort to the restless’ is going to be the hook holding the interest of the target consumer group who will feel a huge connection with the messaging, Artimas Fashions Pvt Ltd MD Nishchal Puri tells Indiantelevision.com.

    Speaking about the brand, he says, “one8 has been conceptualised by Virat (Kohli) and his team. When we were approached for the innerwear collection, we realised, with our experience in the industry, that there is a huge gap in the market. While it is a Rs 15,000 crore market, the premium segment is just Rs 5,200 crore. So, when we were conceptualising and deliberating (on marketing strategies), we found a phenomenal opportunity because with Virat onboard, the brand has great scope to develop connectivity with the right target consumer group.”

    He says that the brand is working towards rekindling and rejuvenating the innerwear market. “We have developed a great range and it is targeted at mid to premium price points. We are not a super premium brand because we want the comfort to reach as many consumers as possible.”

    The brand has currently been launched on e-commerce platforms and Puri is expecting that they will be able to take it to offline retail stores by the first quarter of the next year. He reveals that his team along with Virat’s team from Cornerstone is planning a lot of activities for the online as well as the offline activation of the brand. They have started with the launch of a high-quality video, featuring Virat Kohli, on digital platforms.

    “We initially, intend to use it (the brand video) on digital and then take it to cinemas before launching it on television in the next couple of quarters. The idea is when we launch on television, we should be recognised by as many people as possible. So, we are trying to use a mix of all these three media to reach the maximum of the target consumer base,” he shares.

    Shedding light on the marketing budgets that they are working with, Puri reveals that they have started with 8 per cent of the budget initially and will be cumulatively spending 12-15 per cent in terms of marketing engagement. “We have a substantial amount of investment that goes in in-store publicity. Also, we are marketing across multiple platforms. So, including all of this, the ATL-BTL spends combined, we will be spending some 12-15 per cent on the innerwear range.”

    He added that they will be taking the brand to the Middle Eastern market as well and are planning some consumer integration activities with Kohli for the same.

    With this new product range, Artimas Fashions wants one8, which is in the third year of its inception, to touch the Rs 100 crore revenue mark.

  • Artimas Fashions introduces one8 innerwear in collaboration with Virat Kohli

    Artimas Fashions introduces one8 innerwear in collaboration with Virat Kohli

    MUMBAI: Artimas Fashions Pvt Ltd and one8 by Virat Kohli have announced the official launch of one8 innerwear range today through e-commerce channels. The partnership between both the entities was facilitated by Cornerstone Sport, which exclusively represents the Indian cricket captain Virat Kohli. The one8 innerwear has initially launched two ranges under, ‘Edge’ and ‘Game’, which include innerwear varieties and socks in the premium category.

    Artimas Fashions Pvt Ltd, a subsidiary of Lux Industries Ltd, is the official licensee for Indian cricketer Virat Kohli’s one8 innerwear collection. Having announced the tie-up with one8 in the previous year, the company has officially flagged off the brand on e-commerce today with a TVC campaign featuring Virat Kohli. This launch was planned post a year-long conceptualisation of marketing strategies and execution of the TVC to build better brand connect with the consumers.

    Commenting on the launch of the innerwear products from one8, Kohli said, “I am excited and optimistic about the launch of one8 innerwear. Today’s era is defined by the restless and dynamic youth of the nation, where style and flexibility go hand in hand with comfort. As a sports person, I am extremely cautious when it comes to finding comfort both on and off the field. The same ethos has been carried forward into the entire range of innerwear. With this launch, we not only aim to revolutionise the industry but also intend to evolve identities synonymous with the brand.”

    The brand offering has been thoughtfully created for a generation which is always on the move and believes in finding comfort in every situation. one8 innerwear’s marketing proposition primarily focuses on this aspect, where the brand is portrayed as the ideal representative of the restless youth. Staying true to brand philosophy, the subtle branding strikes a chord with the core messaging “Comfort for the Restless”.

    Speaking on the occasion,  Artimas Fashions Pvt Ltd MD Nischal Puri said, “It took us more than fourteen months to conceptualise and finalise the concept for the one8 innerwear launch to align it with the fact that it is a brand, owned by one of the biggest youth icon for our time. The association aims to build exclusivity in the category amongst the youth since the brand conception is created on the dynamism and spirit of Virat as a personality. ”

    “We are initially introducing the brand through e-commerce and we aim to launch it through physical retailers by next quarter. After tapping the innerwear market in India, we look forward to taking the brand international in the coming years,” he further added.

    The men’s innerwear industry in India is marked at Rs 15,000 crore, out of which Rs 5,200 crore is dedicated to the middle and the premium market segments and one8 innerwear aims to position itself in this segment. With the initial market launch, the brand has unveiled its range through two collections, Edge and Gamewith prices starting at Rs 181.

    Speaking on the occasion, Lux Industries Ltd senior vice president Saket Todi said, “We are extremely pleased and optimistic about the association with one8. We believe this association will not only redefine the industry but will also aim at evolving distinctiveness synonymous with the brand.”

    Lux Industries Ltd senior vice president Udit Todi added, “With the launch of one8 innerwear range, we look forward to a better brand connect with the consumers. We hope to offer a brand which resonates the personality and ethos of the youth. We believe that it will become the most preferred brand in the premium category representing the youth of India.”

  • Virat Kohli reveals own fragrance brand One8

    Virat Kohli reveals own fragrance brand One8

    MUMBAI: Indian sports icon Virat Kohli has launched his brainchild One8 Fragrances giving his fans an insight into his 'hitherto hidden playful, candid, light-hearted, and jovial personality'. As revealed by the Brand, One8 Fragrances is a culmination of all the unfamiliar characteristics of Virat’s personality, a celebration of his philosophy and approach towards life – to be ‘Always on’.

    The marquee product offerings by One8 Fragrances include pocket sprays starting from as low as Rs 75, along with deodorants – including Aqua, Willow, Intense, Active, Fresh, and Pure – priced at an extremely affordable price point of R 225. The collection also has a range of Eau De Parfum such as Aqua, Intense, Fresh and Pure, which are priced at INR 1,495.

    The fragrances have been created by some of the most premium French Perfumeries. With this collection, One8 Fragrance aspires to provide the masses with access to luxury at an affordable price.

    Sharing an insight about the One8 brand, Virat Kohli said, “One8 is very close to my heart. Through the brand and its collections, I want to connect with my fans on a deeper level and give them an access to the candid and joyful side of my personality that has not been seen before. I want everyone to be closely involved in my journey, grow with me, and celebrate being fun yet focused, giving it one’s all and living harmoniously without compromising. The launch of One8 Fragrances is an extension of this brand proposition – and of my personality.”