Cambridge upgrades 50 year old imagery; ties up with Moserbaer’s Hide n Seek

Apparel brand cambridge revamps imagery; ties up with Moserbaer’s movie Hide n Seek for Ramp show and print campaign.

Online PR News – 27-February-2010 – – Cambridge as a brand has always kept a low profile in terms of brand visibility and ad campaigns over the last five decades. On the occasion of its Golden Anniversary celebration, the brand that is synonymous with affordable fashion has come up with few innovative marketing initiatives for revamping its imagery.
The brand started way back in 1960 with patriarch Mohanlal Bhatia selling shirts stitched by his wife along with trouser cut pieces on a door to door basis. With an idea to execute this on a larger scale Cambridge began its first operations from a single shop in Colaba in the 70’s when there was no concept of a readymade garment. Several stores and several satisfied customers later; Cambridge is emerging from a self-imposed hiatus to appeal to a larger audience.
The 70 crore apparel brand in 2010 has tied up with the film Hide n Seek which hits the theatres on the 5th March 2010 for a comprehensive campaign. Cambridge launched its women’s wear brand at a rap show with the lead actress of the movie Amruta Patki being the face of the campaign.
Speaking about the association Prashant Bhatia, Cambrdige said “We are planning to reposition the brand in terms of making the brand look younger & appeal to the youth of India. The movie association with 'Hide n Seek' is one of the initiatives that we had planned to make the brand more aspirational.”.