Emart India Ltd has appointed Mumbai-based AMO Communications as its advertising agency for its retail brand NEXT. While AMO will have the complete creative responsibilities, the media function will be a collaborated effort between AMO and Emart India’s in-house media team. The account size is estimated to be Rs 5 crore.
Emart India handles multi-national consumer durable brands from air conditioners, televisions, home theatre systems, washing machines, refrigerators, microwaves, computers, laptops, mobile phones, air coolers, etc.
With this win, AMO has become the only agency in India to handle urban retail, rural retail as well as main line advertising, the agency has claimed. AMO Communications will be involved in the development of modules right from the visual identity to brand imagery, apart from regular mainline activities.
Commenting on awarding the business to AMO Communications, N M Mathew, VP-Marketing and Sales, Emart India, said, “AMO Communications’ strengths are their expertise in the retail sector. Moreover, the agency has tremendous exposure to a gamut of categories that range from retail to consumer durables in B & C markets as well. Another major benefit is their access to other retail market requirements such as events, celebrity endorsements and the backing of tremendous media buying clout.”
“Emart is a very big win for us. There is no single electronic retail chain in the country, which has such aggressive plans as chalked out by Emart. Our exposure to this business will give us huge learnings in the consumer electronics category. Besides, we will be spending a substantial amount of time in the retail outlets and hence, benefit from the first hand knowledge that we will acquire about today’s very dynamic consumer,” said Elvis Dias, Managing Director, AMO Communications.
Emart India is engaged in the business of consumer durable retail sales under the brand name NEXT. Emart aims at achieving more than Rs 1,000 crores by mid-2007. NEXT is an emerging leader offering multinational brands in the multi-brand, multi-product retail sales network of consumer durables. It aims at garnering a huge share in the Rs 50,000 crore retail industry through more than 500 exclusive retail outlets.
Interestingly, NEXT is the only chain with a national presence. NEXT is also evaluating entry into other categories to provide a complete brand and shopping experience.