Product details

Archies Limited (Archies), one of the most sought-after brands in the gifting category had unfolded a successful brand journey through strategic business partnerships and market category expansions. During the year 2023, the social expressions brand had launched AMA, a funny brand mascot to mark a new beginning. With the launch of AMA, Archies expanded into the kids category, promoting innovative gifting products to win the hearts of the young consumers. Brand aficionados explained that AMA was a collective representation of the brand's value-based core components. By the year 2023, besides international exports, Archies was ready to display some novel gift products to make way for ever lasting consumer impressions. Archies had already suffered losses during pandemic and had budgeted for investments post pandemic to strengthen the brand's omni-channel presence. Would Archies well-thought-out business investments for expansion and the launch of AMA create the right resonance for the brand in the mass market?