Turtle plans new ad pitch

Kolkata-based Turtle Ltd, the Rs 45 crore menswear readymade garments company, is going in for a major brand makeover through a range of new-look stores and advertising campaigns this financial year to offer innovation in sync with changing consumer preferences.

It has roped in Dentsu, the Japanese advertising firm, for its new advertising campaigns over the next few months.

Turtle has also shed its old tag line "� 'differential thinking' "� and adopted a new "� 'a little deeper' "� for its image makeover.

Turtle's new set of advertisements would talk about the aspirational values and the buyers' personality.

The idea is also to establish Turtle as a brand for men with multi-dimensional ambitions.

Speaking to Business Standard, Amit Ladsaria, director of Turtle Limited, said, "Our previous set of advertisements was in black and white and had more emphasis on a man's surroundings. However, this time our new ad campaigns would talk about the man himself and the deeper side of him or his personality."

Turtle is also planning a television or radio campaign in the next two weeks where it would sponsor shows.

These shows, that are likely to be christened 'a little deeper' or the company's new catch line, would invite celebrities who would talk about themselves beyond the image they hold in public.

In products, Turtle is planning to increase its basket of current offerings.

In November this year, it plans to launch suits, blazers, jackets, and jeans for men.

The suits and jackets would be priced between Rs 1995 and Rs 4995 while the jeans would range from Rs 999 to Rs 1499.

Turtle, at present, offers shirts and trousers in business as well as leisurewear. It also offers accessories such as cufflinks, ties, socks, belts, wallets, and innerwear.

The company also plans to set up 52 stores by March 2008, and 145 stores by 2011, from 30 stores right now. The stores, too, would reflect the brand makeover that the company is looking at.