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Rupa and Company Limited

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Rupa Torrido Launches New Campaign, "Sardiyon Mein Only Torrido"

Kolkata, India, November 20, 2015 --( As the cold fingers of winter have started gripping the nation, the new TVC of Rupa Torrido encourages Indians to choose Torrido Premium to stay warm and comfortable.

It shows that a mischievous Polar Bear whose touch turns everyone into blocks of ice, except those who are wearing Torrido Premium Thermals. A metaphor for the wintery cold that often numbs and freezes us. The TVC also has a hummable and catchy jingle which goes as “Polar Bear, Polar Bear, looks so nice. Touch karte hi everyone ice.”

Torrido is a premium range of thermals from the House of Rupa. The TVC aptly captures the brand proposition and highlights the USP of the product.

The campaign has been launched on multiple platforms, including TV, print, outdoor and online, to reach out to consumers across the nation. Thus adding more saliency to the product and the brand as well.

Commenting on the launch of the campaign, Mr. Ramesh Agarwal, Director, Rupa and Company Limited, said: “Rupa Torrido is a popular brand offering a premium range of thermal wear for men, women and kids. The campaign has been crafted wonderfully to capture the brand ethos and address the sensibilities of all age groups alike. The ad is playing on multiple platforms and we aim to reach out to nation-wide audience through this ad.”

Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, adds, “The thermal market is quite cluttered and to distinguish the brand from others, we wanted to create a strong visual mnemonic, hence the Polar Bear idea.”

Says Raghu Bhat, Founder Director, Scarecrow Communications, “The last campaign with polar bear worked well in the market for Rupa Torrido. So this time, we took the decision to use the same visual mnemonic of the bear but introduced a family into the storyline to make it more engaging. Along with a catchy tune that will create recall for the brand and help it cut through clutter.”

The TVC can be viewed at

Creative Agency: Scarecrow Communications Ltd.
Creative Team: Raghu Bhat, Manish Bhatt, Kapil Tammal, Mustafa Kapasi, Lalit Sakurkar, Saikat Sengupta, Faraaz Ansari, Arnab Choudhury, Akansha Singh
Account Management: Arunava Sengupta, Kevin Joseph

About Rupa & Co. Ltd.:
Rupa & Co. Ltd. is one the largest knitwear brands in India engaged in the manufacturing, branding and marketing of innerwear and casual wear for men and women. The Company was established in 1968 as Binod Hosiery, and today it is one of the leading players in Indian Knitwear Industry and holds the ‘Limca Book of Records’ for being the largest innerwear & casualwear manufacturing company in India for the period 2014-15.

Among the prominent awards won by the Company are Worldwide Achievers Business Leadership Award (2013-14), Time Research Business Leadership Awards for Branch Excellence in Innerwear (2013), and Global awards for Brand Excellence by World Brand Congress during the year 2010.

Contact information:
Rupa & Company Limited
1, Ho Chi Minh Sarani, Metro Tower, Kolkata.
West Bengal. India. Pin-700071.
Tel - 91 33 3057 3100 | Fax - 91 33 2288 1362 | Web -

Contact person:
Rimmy Sett Banerjee
Contact Information
Rupa and Company Limited
Rimmy Sett Banerjee
91 33 3057 3100
1, Ho Chi Minh Sarani, Metro Tower, Kolkata - 700071

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