CREATIVE BRIEF

Date: December 11, 2019 Client: Brand: XO

Team: Python Deadline: October, 2020
1. Where are we competing? In which segment and against which brands?
We at XO are competing in Apparel industry under the segment of denim jeans for both men &
women. Indian denim jeans market is U.S $3.6 billion (Source: Mr. Sharad Jaipuria, President,
Denim Manufacturers' Association & CMD, Ginni International Ltd.2019) The brands with which
we are competing are Levi’s, Spykar, Bare by Pantaloons, The DNMX and Netplay by Reliance
Trend and offering by Max Lifestyle.

2. What does the consumer think/feel about the brand?

Jeans are essential for both men and women who are students, working - professionals, self –
employed people. Jeans is easy to wear, comfortable and can be wear with top/t-shirts and
kurtas. People prefer Levi’s because of its quality and variety they offer.

3. Whom are we talking to?

Our target segment are men and women. We are particularly targeting students (22 years -24
years), professionals and self-employed (24 years & above). We are targeting on the basis of
benefits like fashion, comfort, style.

4. Why are we advertising?

We at XO are advertising just to create a favorable attitude towards the brand.

5. What is the brand takeaway that we leave behind in the consumers mind?

6. What is the key support for the above?

7. What is the likely media mix?

8. What is the budget?

9. What are the mandatories, if any?