Following a multi-agency, BMB India (BMB Madison Advertising) has been assigned the creative mandate for Godrej Nature’s Basket. Prabha Prabhu, CEO, BMB India, has confirmed the development.
Speaking to exchange4media, Prabhu said, “It is a very prestigious win. It is a fun business to work for and personally, I have been a Nature’s Basket loyalist. Now, with the brands in expansion mode, Nature’s Basket is in full gear to promote its brand.”
However, there was no information on the other agencies that had taken part in the pitch neither could the account size be ascertained. The business will be serviced out of Mumbai. Madison Media is the media AOR on the business.
Currently, Nature’s Basket has outlets in Mumbai and Delhi, and its first outlet in South India is scheduled to open in Bangalore. With 11 company-owned stores, Nature’s Basket is currently funded by Godrej Industries, the holding company of the Godrej Group. The first store was launched in 2005 for retailing fruits and vegetables primarily and later in 2008, Nature’s Basket positioned itself as a gourmet store.
As per media reports, gourmet retailing is estimated at Rs 800 crore and is still a niche concept meant primarily for the ‘well heeled’ metro-based consumers. Nature’s Basket currently competes with the five-star hotels, which have their own gourmet stores, apart from the big supermarkets owned by chains such as Spencer’s Retail, which also have gourmet sections. The chain offers an international selection of wines, cheeses, cold cuts, preserves, packaged foods, freshly baked breads and chocolates.
BMB India is a 50:50 joint venture between Trevor Beattie’s BMB and Madison World. It may be recalled that in January 2011, the agency had bagged five accounts, including Leela Kempinski Gurgaon, Della Adventure, Adventure Park in Lonavala, She Comfort Sanitary pads, Aakriti Realty and the new channels launched by Sri Adhikari Brothers – Dhabangg, Dhamaal, Dhamakaa.