Mudra may bag Rs 6 crore Trigger account

Mudra Communications may bag the Rs 6 crore Trigger denim account of the Coimbatore-based KG Denim Ltd.

K G Denim executives refused to provide more details of the deal. They, however, said that the media campaign would focus on making a fashion statement rather than enter into price wars with competing brands.

The ad-spend on the Trigger brand in 2003-04 was negligible. A company executive said the Rs 6 crore campaign budget on the Trigger account may enter 'double digit' if the planned campaign turned out to be a success.

K G Denim also recently appointed TBWA India to handle the company's public relations for the Trigger brand.

The denim market in India went into a slump between 1999 and 2001. With this media campaign, K G Denim is looking to cash in on the current revival of the denim market.

K G Denim is a dominant player in the mid-segment denim wear, which falls in the price band of Rs 450-750 a piece.

In 2003-04, seven lakh pieces of Trigger brand denim wear were sold. The company sold 4.5 lakh pieces of denim wear in 2002-03.

The garment business division, which handles the Trigger range, is likely to post a topline of Rs 30 crore for fiscal 2003-04 against Rs 22 crore in 2002-03.