Publicis Ambience Bangalore has recently won the creative duties of Mantri Square Mall in a multi-agency pitch involving around 7-8 agencies. The pitch process had begun in mid-June. The account size is pegged at Rs 3 crore. The incumbent agency is Ogilvy & Mather, which had earlier handled the real estate as well as the mall businesses for Mantri. O&M has retained the real estate business.
Speaking on the development, Jermina Menon, Head-Mall Marketing, Mantri Square Mall, states, “As the brand had grown and we need to now take it to the next level, we decided to look at newer agencies and newer approaches. What made us decide on Publicis is that they were the agency which came back with a strategic focus and approach. While on one hand, malls are retail environments, they are also real estate assets. This presents a need for appreciation of the asset value. Hence, the subtle difference between mall branding and retail branding. Publicis were able to bring out this nuance well. Not only did they understand the issues we grapple with, but they also had some very important insights on shoppers. Translating these into marketable ideas was thus easy.”
Mantri Square Mall, Bangalore’s largest mall with over 250 retail outlets and footfalls of over 16 million people a year, was looking for an integrated agency that had an ethos of innovative thinking and capabilities that go beyond that of a traditional agency.Speaking about the win, Kaustav Das, Executive VP-South, Publicis Ambience, “Over the last 10-15 years, the advertising space has changed dramatically. Clients have spread their marketing spends significantly and budgets allocated to Mass Media have been reduced to 30-40% of the Marketing budget. Many brands these days are allocating more money towards activations, experiential marketing, and social media. Clients are completely flexible with exploring different options of taking the brand to customers. They want a media-neutral agency which can come up with original ideas and not just advertising ideas. We have a small team but with experience across the board – Advertising, Social Media, Digital, and BTL. This enabled us to understand the needs of Mantri better and come up with a solution tailored to meet their requirements.”
While it is understood that the other agencies came up with ideas on how to build the brand, Publicis emerged with the ideas that were specific to Mantri Square. The pitch presentation by Publicis Ambience was different, it did not restrict itself to mass media campaigns or initiatives to drive footfall as is traditionally done. Itinstead, focused on ideas to make every footfall count as revenue for the mall. Kaustav explains, “Footfalls were not the game for us; the idea was that anyone within a 3-5 km radius of a mall will visit a mall. Usually, a mall sees mall rats (regular mall visitors) and window shoppers with very little actual buying taking place. So, our pitch/idea was based on increasing mall circulation rather than just on footfalls. The more a consumer moves around, the more he purchases. We had to expose visitors to stores other than those that they usually headed to.”
Jermina adds, “While foot falls are important, spend per footfall is more critical and our focus remains to increase that. Even with a new agency on board, our objective remains the same - we want to be the preferred shopping destination of the serious and avid shopper.”The Diwali campaign for Mantri Square is already on air since the last 10 days. The mall has a mostly radio-led campaign which sees a 30-40% allocation, 30% towards OOH, and 20% towards local press (print). There will also be in-mall advertising.
Vinod Vijaykumar, VP, Publicis Ambience Bangalore, remarked, “It’s a different kind of thrill when a client says, ‘Your work is actually different and meaningful’ for a domain that is seldom understood by advertising agencies. We have started our innings in managing and growing retail brands with the Mantri Square win. We hope to develop path-breaking insights and next practices for this category in the coming months.”
Apart from Mantri Square Mall, Publicis Ambience Bangalore handles the V-Guard business and the prestigious Jewellery Car Project of Gold Plus from Tata.