MUMBAI: Oban Fashions, Rupa & Company's wholly-owned subsidiary that has acquired exclusive license from French Connection Limited to develop, manufacture, market and sell innerwear and related products with the Brand name 'FCUK' in India, has appointed Mumbai-based Cut The Crap (CTC) as its creative agency.

“I am delighted to announce our partnership with Oban Fashions for FCUK and French Connection Innerwear,” said Cut The Crap (CTC) founder Jagdish Acharya.

Rupa is the leading knitwear brand in India. It covers a wide range of knitted garments from innerwear to casual wear. Their products are made from the finest yarns which are sourced from across the world.

Oban Fashions director Siddhant Agarwal said, “FCUK is a cult brand and we needed an agency with passion and dedication to bring the glory it deserves. We decided to go with CTC because of their brand understanding and cutting-edge creative interpretation. FCUK is all set to occupy centerstage in premium innerwear segment in the coming years and I am happy to have CTC partnering us towards that goal.”

"Put simply, challenge for the agency is to make FCUK the most talked about brand in fashion and among the fashion-forward," added Acharya. FCUK will be supported with campaign including digital and activation that will roll out parallel to distribution and retailing.

“Our strategy is to make every aspect of brand exciting - be it design, packaging or day-to-day interface on social media. Our objective is to be on top-of-fashion-minds. Market shares will follow," added Aggarwal.