Bates 141 has won the creative duties for Khadim Group of Companies following a multi-agency pitch. Rediffusion DYR and Mudra were the other agencies that were invited for the pitch. The brief for the pitch was to present agency credentials, communication tools used and relevant experience in handling similar category brands.
The incumbent agency is O&M Kolkata, which has been looking after both the footwear and large format retail businesses. Initiative Media has been handling the media mandate for Khadim for the last three years.
Giving the reason for selecting Bates 141, Anamika Nath, Head of Marketing, Khadim’s, said, “Bates 141 was selected because they best fitted our requirements for a communication partner, who could bring the necessary expertise in branding and retail solutions – our prime focus this year. The agency had sound pedigree in both these areas of operation with both local and national clients. Further, the profile and brand experience of the senior executives of the organisation added to the decision being tilted in Bates 141’s favour.”
The Khadim Group of Companies has significant presence in the footwear segment with over 200 showrooms across the country. Khadim’s has also forayed into jewellery retail with Sona Khazana and large format retail businesses with their brands Egaro and Khazana.