Hakuhodo Percept and Phive Rivers team up for luxury handbags

Mancrafted brand is currently being sold on ecommerce portals and exclusive outlet.

August 05, 2014 2:57 IST | India Infoline News Service
Phive Rivers, the international luxury handbag designer, has released its first campaign in India and it celebrates Mancrafting – focusing the idea on the men and the process of creating every signature piece that bears the Phive Rivers badge.

Shot sensuously by Amit Dey, the campaign is created by Hakuhodo Percept, the Delhi headquartered Indo - Japanese agency, which recently won the account.

“This isn’t an idea born in a conference room, but rather on the shop floor of the client’s factory. The client spent hours and hours telling us every little detail of how these exquisite bags were made, right from sourcing the finest natural Italian leathers down to the smallest rivet and clasp. We felt we just had to bring this passion for design alive”, says Sabuj Sen Gupta, Executive Creative Director at Hakuhodo Percept.

Comprising of print poster and digital ideas, the campaign tells the story of each of the men the cutter, the finisher, the fixer etc that mancraft a Phive Rivers bag by hand, not machine.

“It’s a sexy twist on the category, and ‘Mancrafted’ is a great property that captures exactly what Phive Rivers is all about. It is fantastic to partner with clients who are as creative as Mohit, Jasbir and Aman and the work has been just terrific”, says Elvis Sequeira, Chief Operating Officer, Hakuhodo Percept.

Phive Rivers is an international brand that believes in setting trends with distinct designs created from fine natural Italian leathers that are handcrafted to perfection and inspired by fashion ramps across the world.

Mohit Gill, commercial director, India Operations, Phive Rivers, says ‘Bringing sensuality to the crafting process with men showcasing a women’s bag was really original and something never done before, that’s what the brand stands for. As we would say untouched by machine made by Men.’

The team comprises professionals who have previously designed and manufactured accessories for major brands in United Kingdom, France, Italy and United States of America and now have brought their passion to India with the Phive Rivers brand.
The brand is currently being sold primarily through the leading ecommerce portals, apart from having its own exclusive outlet.

The media opportunities being explored are on Digital, Print, Retail, on product, ambient (e.g. Airports) and media – including a TVC in the near future. Currently campaign has already started.

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