ewport, the mass market jeans brand from the Arvind Brands stable, is making a determined bid to stage a comeback. The 10-year-old denim brand has signed on Bollywood star Saif Ali Khan to lend a helping hand. The company�s seriousness can be guaged from the fact that it has upped its ad budget to Rs 9 crore in 2005-06 from Rs 3.5 crore in 2004-05.

In the first phase, the company will concentrate on print and hoardings. The television ads will roll out in August-September. Conceptualised by Alok Nanda and Company, the brand communication will be in the form of style fundas doled out by Saif. "Style is something Newport and Saif have in common," says Darshan Mehta, president, Arvind Brands. "Communication is very important to hasten the mind-shift to branded goods from unbranded products," adds Ashish Pandya, business head, trade brands, Arvind Brands.... more