It is understood that incumbent FCB Ulka had also pitched for the business.
Anisha Motwani, Burnett's vice-president, said: "Benetton is an iconic brand with a unique philosophy. It's important for us to understand the international positioning of Benetton and to make it relevant to the local market. Benetton has been seen as a brand for basics - T-shirts and pants - we will try to reposition it as a high-fashion brand."
The focus of Benetton's advertising will be on outdoor and print, with about 60 per cent of campaigns adapted from the European market. "Benetton does not use television advertising. It uses outdoor and print which is delivered selectively. This is partly because of its reach and also Benetton's communications is provocative and comes alive more through a static medium," she added.
India's fashion industry has experienced significant growth over the past seven years, attracting several Western brands. While this has brought about a higher awareness of Western brands in the country, it has also increased competition significantly.