Parx a line of mid-priced casual and semi-formal men's wear by Raymonds is currently being introduced to the market. The initial advertising burst, hence, aims at educating the market about the launch. Using minimal body copy and expressive visuals, these colour print ads position the brand on the comfort platform. Created by Ambience, the campaign in currently highly visible in the print and outdoor media. The company might opt for the audio-visual media once the brand rolls out nationally.

J&J Kids talc targets kids segment

The recently launched talcum powder for kids, J&J Kids Talc, now has an advertising campaign in the audio-visual and outdoor media to support its presence on the shop shelves. With an overall brand vision of `Making learning Fun', the ad strategy for all products under the Johnson's Kids range aims at attracting children aged between 4 to 10 years and their mothers in the SEC A, B and C categories.

With the catchy tag-line `Be astar, be a Johnson's Kid,' which is common across all its brands in the segment, the company means to induce product trials among the target audience. This segment currently uses a powder brand meant for adults. The communication objective of the campaign, created by Ammirati Puris Lintas, is to establish Johnson's Kids Refreshing Powder as the only powder specifically designed for kids and leverage on the equity of the kids franchise established by Johnson's Kids soap.

Maruti renews contract with Initiative Media

Maruti Udyog Ltd has renewed its Agency of Record contract with Initiative Media India in Delhi. The assignment, which expired on March 31, 1999, has been renewed by the client without a competitive pitch.

GM Pens has also renewed Initiative Media's AOR in Chennai. Says Ashish Bhasin, president, Initiative Media India, ``Our focus is on providing a better product to our existing AOR and full-service clients. In this context it is a great morale booster for us that Maruti and GM Penshave reaffirmed their confidence in us.''