The Mumbai branch of Dentsu Marcom has won ATL and BTL duties of Manchester United Restaurant and Café Bar (MURCB), a venture of Mirah Group’s Mirah Hospitality & Food Solutions Pvt Ltd. The win comes on the back of a multi-agency pitch that was initiated in Mumbai sometime ago. The size of the account could not be ascertained at the time of filing this report. The win comes close on the heels of Dentsu Marcom winning DS Group’s PassPass and an upcoming chewing gum brand.
Mirah Group, which has presence in Delhi, Mumbai and Goa, now plans to expand its cafe and bar in cities like Kolkata, Hyderabad, Chandigarh and Pune, while opening more outlets in Delhi and Mumbai.
Confirming the news to exchange4media and citing the reason for choosing Dentsu Marcom over other agencies, Anil Laroia, Brand Head, Mirah Hospitality & Food Solutions Pvt Ltd, said, “We were impressed by the fresh communication approach and designing capabilities of Dentsu. It’s is a young team of professionals and we are confident that they will add vibrancy to brand Manchester United Restaurant and Café Bar (MURCB) with their work. We hope to associate closely with the team and create a distinct identity and appeal for brand MURCB.”
Reacting to the win, Hiroshi Omata, COO, Dentsu Marcom, said, “We are very excited to partner Manchester United Restaurant and Café Bar (MURCB) and be a part of its growth story in India. Manchester United is an iconic brand. A massive base of highly engaged fans, coupled with outstanding brand equity makes the Man-U Restaurant Café and Bar a dynamic and vibrant brand to work on. Our creative approach was led by a simple communication thought – the ‘3Fs’ of Fun, Food and Football, which we developed further to create ideas that were distinctive and appealing.”
This is the first time that MURCB has partnered with a mainline agency. Earlier, it was working with small creative shop, CA Communications. The media duties for MURCB will be handled internally. The group also plans to tie up with various sporting events in the coming year and also bring international football icons to India for promotions. As the brand plans to expand its footprint, its marketing budget is also expected to rise substantially this year.
Manchester United Restaurant and Café Bar currently has five outlets at Vasant Vihar - Delhi, Calangute - Goa and at Palladium, Mulund and Malad in Mumbai. Sharing the expansion plans, Anil Laroia said, “The success of the five Bars in India has motivated us to open more cafes across the country to cater to our increasing fan following. Plans are already afoot to set up a number of outlets across Mumbai in places like R-City Mall and Viva City, Thane. We will continue to support sporting events and create wonderful experiences for our patrons through our outlets.”
For the record, Manchester United Café Bar is a full service, casual all-day dinning café bar that features predominantly western cuisine and local specialties to suit the taste buds of diners. A sports café bar dedicated to football, Manchester United Café Bar (MUCB) is the franchise of Manchester United Club.