The Hindu Business Line : Pantaloon ties up to launch Miss India range of apparel

PANTALOON India Retail has tied up with designers Anita Dongre and Rocky S to launch the Pantaloon Femina Miss India range of apparel. Pantaloon is one of the associate sponsors of the Ponds Femina Miss India Contest.

While the Anita Dongre collection would be launched on February 14, the collection designed by Rocky S. would be launched during the Miss India contest finale on March 18.

The first collection would cater to women between 20 and 30 years and would comprise more of western casualwear clothing, while the second one would consist of formal apparels.

Speaking to Business Line, Mr Sanjiv Agarwal, President (Marketing), said that as part of its new identity of being a fashion conscious brand, the company would be looking at more such associations with the fashion industry. "Our focus would be to strengthen our fashion imagery."

Mr Agarwal also said that the company would be looking at associations with television and films to promote its new identity as a fashion-conscious brand.

However, he said that it was too early to talk about the kind of associations it was planning to have.

The company is also planning to kick off a print and outdoor campaign to promote the Pantaloon Femina Miss India range of apparel that is going to be launched shortly.

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