fter a hiatus of almost nine months, home fabric maker Bombay Dyeing and Manufacturing Company is staking a claim for consumer mindspace with a new television campaign aimed at reinstating the brand as "an aspirational lifestyle brand". The two-ad campaign - created by St Luke�s India, which was appointed on the brand in August 2003 following a pitch against SSC&B; Lintas - is on air since mid-May.

And in an effort to put its money where its mouth is, the Rs 1,000-crore company has also launched a new range of 150 home linen designs - comprising bath towels and bed sheets - which, according to the company, meets "the evolving needs and aspirations of the new-age consumer". Alongside, it has introduced a new face for the Bombay Dyeing brand - Gladrags Mega Model 2004 Amita Hotkar. Hotkar follows in the footsteps of Karan Kapoor and Lisa Ray (supported by Lara Dutta, John Abraham and Dino Morea later), who, even today, are the most-recalled �faces� of the Bombay Dyeing brand by being the mainstay of its advertising through the late eighties and early nineties. ... more