of what brands like diesel levis and benetton among others have done they have had an aggressive strategy here over the past few years driven by provocative communication diesels be stupid levis go forth and benettons most recent unhate and unemployee of the month however the owners attribute it to the fact that these brands massmarket ambitions dictate their communication strategy gas on the other hand has minimal mainstream advertising it relies on social media and guerrilla communication tactics globally and its slick shopperguide or catalogue which features company proprietary technology like the popup jeans that give your butt a boost so in other words its the wonderbra of denim pants but more importantly their eye is fixed on the store the theatre of the brand in india with 6 more standalone stores on the way gas total tally will go up to 16 thats in addition to a presence in shopinshop retail formats and three multibrand sites going forward however their big retail push will be in ecommerce as the exodus of indian shoppers heading online continues to grow by leaps nonetheless despite an aversion to large scale traditional ad campaigns in a few months from now the company will release an entirely digital driven global campaign inspired by the current generations fast attitude and featuring the face of the brand motogp champion marc mrquez a spaniard grottos second business marriage has put enough gas in the tank to allow for expansion while retaining the integrity and exclusivity of the brand just how long this one will last will depend entirely on how many fashionable folk come around the store or site looking for their denim fix and jlo butteffect by delshad irani et bureau published on jan 29 2014 at 1108 am ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred against a certain community out of context spam others report join the community of 2m industry professionals subscribe to our newsletter to get latest insights analysis download etretail app get realtime updates save your favourite articles scan to download app italy monica bellucci reliance brands armani homenewsitalian brand gas makes aggressive push for its second india sortie