"All Pepe ad campaigns portray the 'I am what I am' attitude of the youth"
Pepe Jeans London works on a 360-degree approach in its marketing communications strategy, involving both above-the-line and below-the-line activities. Billboards and print advertising constitute Pepe's ATL strategy. TV campaigns do not find much favour because of fragmented viewership, says Chetan Shah, Country Head, Pepe Jeans.
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Published: May 13, 2005 6:19 AM | 1 min read
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Pepe Jeans London works on a 360-degree approach in its marketing communications strategy, involving both above-the-line and below-the-line activities. Billboards and print advertising constitute Pepe's ATL strategy. TV campaigns do not find much favour because of fragmented viewership, says Chetan Shah, Country Head, Pepe Jeans.
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