Arvind Fashion Brands awards its integrated branding mandate to I-AM

I-AM bags Arvind Fashion Brands' True Blue's branding mandate, March 2016

I-AM, the international multi-discipline branding and interior design agency, won the integrated branding mandate from Arvind Fashion Brands a subsidiary of textiles major Arvind Limited. It was a multi agency pitch, with Arvind Fashion Brands deciding to go with I-AM after being impressed with their approach to the brand, the consumer and their deep understanding of the sector.


Arvind Fashion Brands has recently partnered with legendary cricketer Sachin Tendulkar to launch an iconic premium men’s wear apparel and accessories brand called ‘True Blue’. True to its name, the brand re-interprets traditional Indian heritage in the modern context, making it relevant to the contemporary Indian who is asserting himself on the world stage. He is the new age Indian who is comfortable in his skin and can blend with diverse audiences effortlessly.


After a comprehensive workshop with the Arvind Fashion Brands team, leveraging consumer and cultural trends as well as international benchmarks in retail, I-AM proposed a unique, all inclusive strategic positioning and brand identity for ‘True Blue’. Besides this, the agency will also be responsible for creating the in-store visual language and leveraging the customer journey to design the benchmark True Blue store.

The first ‘True Blue’ outlet conceptualized by I-AM will come up in the Master Blaster’s home city, Mumbai, in May 2016. The brand plans to launch around 25-30 stores across India in the next 5 years. The apparel range designed by Tendulkar will showcase 300 trendy styles and is priced from Rs 1,199 onwards.


Rajiv Mehta, CEO, Arvind fashion Brands said “We have partnered with Sachin Tendulkar to launch True Blue, a premium fashion brand with a distinctive positioning in its segment. I-AM’s demonstrated a unique approach, processes, tools and strategic thinking on the brand which I am confident will make an impact in the market.


Said Brian Pinto, Country Head I-AM, “Our aim is to create distinctive brand and an aspirational new way to shop for apparel which provides inspiration and empowers consumers with style and knowledge. As part of the process, we must ensure a systematic and seamless brand experience for the shopper. Due to our excellent global credentials, past portfolio of innovative design work, Arvind Fashion Brands has entrusted us with launching their foray into premium men’s wear with True Blue for which we are very excited. Working with the True Blue team to define the brand positioning and create this new experience has been a great collaboration, and we hope the consumers enjoy experiencing it as much as we have enjoyed creating it.”

About I-AM

I-AM is a brand consulting firm based out of London with offices in Mumbai, Istanbul and Dubai, which creates 360° brand experiences that delight customers, builds brand advocacy and drives business performance.

The agency offers services, spanning from the creation of Brand Strategies, Brand Identities, Physical and Virtual Environments and even Commercial Interior Design spaces. I-AM is reputed for these services around the world, across various industries such as Fashion, Finance & Banking, Food & Beverage and Real Estate, amongst many more.


For Any Further Information, please contact:

Brian Pinto

Country Head, I-AM

Email: [email protected]

Tel: +91 9930519476