Repositioning the men’s wear brand
of 1Up Collection!
With a strong distribution network in South India, John Noble existed as 1Up Collection’s mid-premium range of men’s wear. To sustain through the cut-throat competition was the need-of-the-hour.
A strategically-creative brainstorm by the Tree team led to conceptualising a distinct positioning ‘Surprisingly Indian’ for the brand that appealed to its target audience within the geographical area. Keeping in tangent with the thought, followed the brand campaign for both print and electronic mediums and other collaterals that reinforced the brand image in the consumers’ minds.