Digital marketing agency Liqvd Asia has won the duties for the five brands under home-grown textile brand GBTL (formerly known Grasim Bhiwani Textiles Ltd). The brands that the agency will be handling are Donear, Grado, Graviera, D’cot and NXG. The account was won after a multi-agency pitch.
GBTL, which was the poly-viscose suiting fabrics subsidiary of Grasim Industries (a part of the Aditya Birla Group), was acquired by Mumbai-based Donear Group in August last year.
Liqvd Asia has already started working with the brand for their first campaign– a TVC for Grado featuring Amitabh Bachchan. GBTL has also roped in actors such as Hrithik Roshan and Sushant Singh Rajput for its other brands and will be coming up with their campaigns soon, while also associating with upcoming sports leagues like the Asia Cup.
Speaking about the win, Arnab Mitra, Managing Director, Liqvd Asia, said, “The GBTL win is a very big deal for us. We have a huge mandate to take all these five brands to newer heights. Associating with the legendary Amitabh Bachchan and even the others is a great respect. We are hopeful we will be able to make a difference in the brand building process.”
TVC Grado featuring Amitabh Bachchan
published on www.exchange4media.com, September 11, 2018