Euro, a premium fashion segment of Rupa & Company Ltd. – a leading knitwear brand, has rolled out a new TVC titled “Around the World in One Euro” to cater to the sensibilities of the modern youth.

The film opens with a young stud riding a bike along a horse farm where a sexy female trainer is mounted on a horse. Seeing her, he is tempted to ride the horse and asks her if he too can ride. The trainer shows him how, and then asks him to follow suit. The guy jumps up on the horse revealing his Euro brief, which entices the trainer. He gets off the horse and asks her, “how much?”. She looks at him seductively and says, “For you it’s free”.

The communication of new TVC has been developed around the already established tagline, “Accepted by women worldwide”, and has been launched on multiple platforms, including digital, to ensure maximum reach.

Rajnish Agarwal, brand president, Rupa and Company Ltd. said, “Euro is a brand of choice for the sexy and fashionable, and with the new TVC, we aim to capture the mindscape of the modern urban youth, who aspire to be hot and happening in whatever they do. We believe that the new TVC will connect with our TG and inspire them to be stylish always.”

The TVC can be viewed at https://www.youtube.com/watch?v=zMr_cyw9wbc

Rupa & Co. Ltd. is one the largest knitwear brands in the country 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.