Welspun Group has finally taken a decision on its media and creative agency. Following the multi-agency pitch called in January 2005, the company has awarded the media duties to Carat and the creative to rmg david. The company has planned a spend of around Rs 5 crore for its retail advertising budget this financial year.
Confirming the development, Anshuman Singh, CEO (Domestic Division), Welspun India Ltd., said, "Welspun India is targeting to become the number one home textile player in the country by 2006, riding on an aggressive retail foray. In order to create vibrant and dynamic retail brands, the company is constantly striving for better synergies through superior planning, innovation & creativity. While we achieve a critical mass in retail, our first step is to consolidate the creative & media functions and have entrusted rmg david & Carat with the responsibilities."
The appointments follow three rounds of multi agency pitch participated by agencies in the top 10 list in the country. The creative agency will visualise and create campaigns for Welspun's flagship brand in home furnishings - 'Spaces' & 'Spaces Home & Beyond' stores, which is India's first organised retail chain for complete home furnishings. The media agency will strategise, formulate, plan & execute media campaigns with synergy to the creative strategy.
Adding to this, Charles Jenarius, Group CEO, Carat India, said, "We at Carat are privileged to have won Welspun's domestic business. It is an exciting category and more importantly there are some exciting plans in the offing to build a significant presence for the brand in India. This win also consolidates Carat's presence in the retail business. We plan to leverage our international learnings on the category so that, collectively with Welspun, we can make a difference in the market place."
Josy Paul, Country Head, rmg david, said, "Welspun's retail expansion plans in home furnishings business is not only a challenge in terms of organizing the domestic market but also reinforcing a dynamic image in an otherwise long ignored market segment. rmg david's creative expertise will bring new energy, freshness and contemporary fashion to the table. With voyeuristic delight, we plan to observe the new emerging consumer of home furnishings and help position Welspun's retail brands as pioneers of the industry."
The two agencies will play an important role in Welspun's retail expansion plans in the Indian domestic market. In the past, Welspun has turned into a major player in the branded home furnishings segment with its home-grown brand 'Spaces'. In addition, the company is the licensee for the international brand Tommy Hilfiger Home. The basket of offerings is enriched with another first to its credit - 'Welspun Factory Outlet' - India's first factory outlet chain in the home textile sector.