MUMBAI: Allied Media, the media planning, evaluation and buying agency of Percept, has won the digital and mainline mandate for Phive Rivers, an international premium fashion brand for leather bags as its media agency of record (AoR).

This mandate covers mainline and digital requirements of all the brand campaigns in India. The account will be handled from the agency’s Delhi office.

Phive Rivers wanted a dedicated agency to re-emphasise its focus on the digital medium. Allied Media bagged the account following the multi agency pitch process. The agency has commenced work on the account and has already put a team in place to service the fashion brand.

The brand has a clear vision about digital and has decided to use digital media as part of its overall marketing strategy for future and to further strengthen its position in the affordable luxury segment.

Phive Rivers commercial director India operations Mohit Gill said, “Allied Media’s enthusiasm, patience and innovative ideas made us choose them as our digital agency. The agency will have a vital role to play in repositioning the brand’s thought further as we grow. It will also work towards making Phive Rivers as people’s first choice when it comes to fashionable leather bags."

 “It’s not about digital marketing but about a new perspective to marketing in the digital age. As more and more customers embrace digital, we need to recalibrate marketing plans. This association with Phive Rivers will give us another opportunity to break the myth while we take the brand to greater heights,” added Allied Media CEO Shripad Kulkarni.

Allied Media Digital business head Saurabh Gupta mentioned, “The team at Allied Media has designed a very niche digital strategy keeping in mind the ever growing fashion conscious consumer in India. We are looking to achieve a leadership position in the fashion market for the brand with the help of an interesting communication approach. All of us at Allied Media are very excited about this partnership and are hoping for a long fruitful association with the brand.”