The Hindu Business Line : David bags Excalibur, Flying Machine accounts

Advertising agency David has bagged the accounts of Excalibur and Flying Machine, from the Arvind Brands stable. The accounts have shifted from Grey Worldwide, Bangalore. The new media campaign will emphasise the brands' shift in positioning and expansion of product portfolio.

According to Mr Alok Dubey, Business Head, Excalibur and Flying Machine, "Excalibur will move from being a men's formal shirt brand to being a lifestyle brand. We are going to introduce lots of new products for men, including accessories ... we will provide a complete wardrobe solution for young working executives. Flying Machine, which has so far been a men's jeans brand, will become unisex. It will become younger and cooler."

According to Mr Josy Paul, Chairman and Regional Creative Director, David: "This offers a great opportunity for us to create something new and exciting which connects Excalibur and Flying Machine to today's optimistic Indian consumers. The brand idea will be media-neutral and not be dependent on just one medium. Because today's youth is not just watching TV but engaging actively in all media. Our challenge, along with our media partners, will be to optimise all touch points."

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