Monday, August 07, 2006

Live-in Jeans: Can't Live Without

Brand : Live-in
Company: Microtex
Agency: Contract
Brand Count: 111

The Live-in Brand of jeans come from Microtex Ltd which is the part of Maxwell group which is famous for their VIP brand of Innerwear. Live-in is a leading brand in the Rs.1500 crore denim market in India. According to a report on, the jeans wear market is growing very fast across various categories.

Live-in jeans is competing in the mid segment of the jeans market. The product was a bold move by the innerwear marketer into a market dominated by unorganised sector. The main target segment for Jeans are of the age group 16-35 ( although we find many 60 yrs old "young at heart" freaking out in jeans).

Live-in was launched with smart clutter-breaking ad campaign. It used the super model Dino Morea which added a touch of class to the brand. The brand was positioned as the ultimate comfortable brand which you will " Keep Them On and On and On". The baseline and the positioning was an instant hit and the brand had a good run ( I don't have the market share numbers).
The name "Live-in" is the most appropriate for a brand for jeans. The name came it being with a consumer insight that the youth these days virtually are living in their jeans for 18 hours a day.(

Later the brand extended into trousers and shirts. The Live-in shirts were using the baseline " Above All Else". The trouser range was using the baseline " Meet Your Lighter Side" . The campaigns of the trouser range was a flop because the company tried to add humour to the brand which failed. The flops eroded lot of equity of Live-in and the brand is back after a restructuring.

The primary reason for the extensions to fail because it deviated from the successful positioning of the Jeans brand. I can vouch that Live-in trousers are one of the best in terms of fit and quality in that price range. It could have given the Peter England Brand a run for its money, but it did not happen.
The latest relaunch of Live-in has done away with the famous " Keep them on" may be because it has been taken by batteries like Amaron. So Live-in is now with the tag " Can't Live Without", which is a smart baseline. The brand is now making lot of noises across the media with some good campaigns.
Pricing is a major factor in this market where the growth is happening most in the sub 500 category where Newport and Ruf N Tuf are the major players. It is said that even Pepe have a brand in this segment.The entry of all major global brands in to India have provided a bonanza for consumers. But for a marketer it is a nightmare to find the right place with the right product with the right price.
Live-in is a brand with good recall and a good product. Most of the Live-in users will agree with me that Live-in have huge potential to be a readymade brand especially in the trouser segment.
Live-in let me hope it will go on and on and on.....
Source:, agencyfaqs,,,magindia .com