Jane Leung
Nov 11, 2010

Tata International launches footwear brand Tashi in India

Indian multinational conglomerate Tata International, predominately known for its teleco services, is venturing into the footwear sector with the opening of its Tashi retail brand.

Tata International launches footwear brand Tashi in India

Tashi opens its first store at 352 Linking Road Bandra with a six foot tall red stiletto storefront display. Leo Burnett Mumbai has been tasked to handle the communications strategy. 

The campaign themed ‘For the love of shoes’, includes a detailed below-the-line plan combined with in-store, radio, outdoor and print executions.

Rajeev Sharma, national planning director at the agency, said, “Shoes have the potential to come up on the agenda and indeed to be loved simply because they are such a source of joy, power, sex appeal and sheer aesthetic pleasure and not to forget comfort.”

“We wanted to tease people with their love for shoes in a quirky manner. We leveraged the much underrated outdoor medium to the hilt and worked on rekindling people's love for shoes, specially the male specie,” added KV Sridhar, national CD at Leo Burnett.

The project is overseen by Deepak Deshpande, vice president of retail at Tata International.

Project For the love of shoes
Client Tata International
Creative agency Leo Burnett Mumbai
National creative director KV Sridhar
Executive creative director Nitesh Tiwari
National planning director Rajeev Sharma
Creative & art director Payal Juthani
Copywriter Sachin Kamath
Account servicing Samarjit Choudhry, Nitin Sharma, Mitul Shah, Gaurav Soni
Event management Seema Sood, Farhad Katgara, Nirmala Nathan
Exposure Print, radio, outdoor, BTL


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