Cut The Crap bags FCUK Innerwear’s creative mandate for India

Oban Fashions, Rupa & Company’s wholly-owned subsidiary that has acquired exclusive license from French Connection to develop, manufacture, market and sale innerwear and related products with the brand name ‘FCUK’ in India, has appointed Mumbai-based Cut The Crap (CTC) as its creative agency.

“I am delighted to announce our partnership with Oban Fashions for FCUK and French Connection Innerwear,” said Jagdish Acharya, Founder & Creative Head of Cut The Crap.

Commenting on the appointment, Siddhant Agarwal, Director, Oban Fashions, said, “FCUK is a cult brand and we needed an agency with passion and dedication to bring the glory it deserves. We decided to go with CTC because of their brand understanding and cutting edge creative interpretation. FCUK is all set to occupy centerstage in premium innerwear segment in the coming years and I am happy to have CTC partnering us towards that goal.”

“Put simply, challenge for the agency is to make FCUK the most talked about brand in fashion and among the fashion-forward,” Acharya added.

FCUK will be supported with a 360 campaign, including digital and activation that will roll out parallel to distribution and retailing.

Agarwal further said, “Our strategy is to make every aspect of brand exciting - be it design, packaging or day-to-day interface on social media. Our objective is to be on top-of-fashion-minds. Market shares will follow.”

Rupa is a leading knitwear brand in India. It covers a wide range of knitted garments from innerwear to casual wear. Their products are made from the finest yarns which are sourced from across the world.

French Connection is a London-based retailer and wholesaler of fashion clothing, accessories and homeware. It was founded in 1972 by Stephen Marks, who continues to be its chief executive. It created advertising history when French Connection UK was rebranded using the initials as FCUK.

Oban Fashions is rolling out the products nationally and in its first step is focusing on distribution and retailing.

Cut The Crap is a boutique creative agency focused on brand building. It has several case study successes to its credit, including Livon, Hairgain, Ujala, Iba (India’s first halal cosmetics), Rocky Innerwear, Taj Cement, Rasna, and Setwet, among others.


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