MAS Holdings, the Sri Lanka-based intimate apparel manufacturer, has assigned its creative mandate to Orchard Advertising for their leading lingerie brand Amanté. Orchard won the account in a multi-agency pitch. Rediffusion was the incumbent agency.
Launched exclusively in India in the fall of 2007, Amanté is Sri Lanka’s first international lingerie brand, offering elegance, comfort and value to the modern Asian woman. The brand embodies over two decades of excellence held by MAS Holdings in lingerie manufacturing.
Niranjan Wijesekera, CEO, MAS Brands, said, “The premium lingerie sector is poised for explosive growth in the next five years. You can expect Amanté to be right there at the top. We expect our association with Orchard to be a big factor in our success.”
Neha Contractor, Vice-President (South), Orchard Advertising, commented, “It’s a matter of great pride to be associated with a brand of this stature. Our endeavour will be to ally with the client and take Amanté to its rightful position of being an iconic brand.”
MAS Holdings also supplies products to Victoria’s Secret, Marks & Spencer and GAP and amanté has enjoyed considerable success since its launch in India in 2007. Catering to the mid to upper segment lingerie market, Amanté is positioned as a premium offering and is fast progressing towards its stated objective of being a brand of choice for young women in the metros.
In March this year, Isobar India was appointed as Amanté’s social media partner.
