Mr. V.K. Sodani, Executive Director, and Mr. Gaurav Chaudhary, Head of Planning & Publicity of Sangam India Ltd. (SIL), along with Brand Ambassador Virat Kohli, announced the company advertisement campaign for its latest range in corporate dress code & festival dressing at a press conference held on June 14.
Conceptualised by TBWA India, the campaign, to be released in July, will feature Virat Kohli as its Brand Ambassador. The campaign introduces the new range of clothing and aims to differentiate Sangam products better than any other product available in the market of the same segment.
The concept of the campaign lies in brand positioning “You are what you wear”. The clothes are designed and styled under the designer label of Varun Bahl & Karan Johar.
Commenting on Sangam’s latest collection, Virat Kohli said: “I admire the way the fabrics fall when I wear a suit made from Sangam Suitings, I always prefer to wear Sangam suits, specially in parties and on family occasions like weddings and festivals. I think the combination of fashionable textiles and ease of wearing them is what Sangam Suitings is to me”.
Highlighting its new campaign and business plans, Mr. Sodani said: “We have launched the new campaign keeping in mind our latest collection. This festive season we wanted to give our customers something that they have been looking forward to look like someone who actually they are and truly believe in themselves. We’re positive that people across the country will relate to the message and that the new collection will receive a positive response”.
Sangam Suitings launched its latest collection on poly viscose and poly wool keeping that will have wrinkle-free and anti-microbial qualities ingrained into the product offering. “During the fiscal year, Sangam Suitings plans to expand its collection and strategic alliances. We plan to roll out stain release and non-iron fabric collection very soon”, he added.
Sangam India’s suiting products are marketed under the Sangam brand. Over the years, SIL has developed an extensive distribution network across India and abroad. In the suiting business, nearly 30-40 per cent of its revenues is derived from export markets, the key among then being South Africa, Kenya, the Middle East, Europe and Latin America.
At Sangam, suitings form part of its finished/woven fabric business. Sangam’s annual synthetic woven fabrics production currently stands at 20.5 million metres. The woven fabrics business accounts for nearly 18 per cent of the total revenue.
Sangam’s leadership in woven fabrics is on account of its colours, blends, textures and finishes. The company manufactures woven fabrics which are mainly used for suits and trousers. The company strength to offer a vast product range stems from its ability to blend various yarns to ensure the right texture, style and, above all, the right value for money products to its customers.