Chromozome is being positioned as a premium product and Huechem believes that with the growth of a fashion-conscious middle class, demand for its underwear brand will be significant in coming years. Last year, Burnett lost the Amul underwear brand to Bates India, but the Chromozome win means that it has re-entered the category.
Burnett India director of business and brand strategy, Vidyadhar M. Wabgaonkar, said: "Chromozome will now be our full service client. Creatively, a great opportunity - this is also going to be a seriously fun account to work on."
