Origin Beanstalk adds Time Out, Mad Over Donuts to its kitty

Origin Beanstalk adds Time Out, Mad Over Donuts to its kitty

Author | Tasneem Limbdiwala | Wednesday, Aug 17,2011 8:48 AM

Origin Beanstalk adds Time Out, Mad Over Donuts to its kitty

Mumbai-based agency Origin Beanstalk has bagged the creative duties of Time Out magazine and Mad Over Donuts retail outlet chain.

Origin Beanstalk won the creative duties of Time Out, a city-focused arts and entertainment magazine from the stable of Paprika Media – an Essar Group company, following a multi-agency pitch.

Confirming the win, Nydia Dias, Country Head - Marketing, Time Out, said, “We are glad to appoint Origin Beanstalk as our creative agency. Time Out as a brand is all about lifestyle, entertainment and the city. We feel that Origin Beanstalk will carry forward the right image of the brand across various mediums.”

Shom Mazumdar, Co-founder, Origin Beanstalk, added here, “We as city dwellers live a very monotonous life and mostly miss out on the latest action and happenings of the city, with Time Out, one can easily keep up to the beat of the city and get more out of it.”

Another business that Origin Beanstalk has pocketed is that of Mad Over Donuts. The retail chain is a unique donut theatre concept, the first-of-its-kind in India. It has 16 outlets across Mumbai and Delhi and will be opening another 10 across Pune, Bangalore, Delhi and Mumbai shortly.

Mazumdar further said, “It was a collective team effort and a common love for donuts that helped us create some magic in our presentation. What also excited us about this category is that Mad Over Donuts’ breadth of appeal extends across all demographic groups, including age and income. We look forward to doing some exceptionally good work on the account.”

As for the overall spend, Mazumdar stated the Time Out magazine business should be in the region of Rs 4-5 crore; while Mad Over Donuts, being in the retail space, it was difficult to evaluate the ad spend.


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