Euro RSCG has won the creative duties for Magppie following a multi-agency pitch that involved 2-3 other agencies. The size of the business is estimated to be around Rs 2 crore. Magppie, which was started in 1974 as a factory producing stainless steel houseware products, has now evolved as a name to reckon with in the field of manufacturing designer stainless steel, home decor, accessories and jewellery.
Confirming the development, Garima Goel, Marketing and Communication Manager, Magppie, said, “Though the brand name is not unknown to Indian households, but what we are aiming at now is to make people understand what Magppie is all about. Design definitely is our forte with the company using international designers such as US’ Karim Rashid, Italy’s Luca Trazzi and even Indian designers of international repute. While we want to highlight this fact, we also want to add in our communication that for Magppie comfort and functionality is the key and our designs are such that fall under these parameters.”
She further said, “We decided to go with Euro RSCG as we found that their perception of the brand that came across in their presentation matched with how we want to take the brand forward.”
Currently, the media mix is print heavy, focusing especially on lifestyle magazines. The company is considering a foray into TVC in a big way.
Sushant Panda, Delhi Branch Head, Euro RSCG, said, “Magppie presents with a gamut of advertising options and I would say that we picked up the business for sheer joy of advertising that this brand offers. The company has plans to beef up its communication and we are all set to be a part of it.”
Positioning Magppie as a lifestyle statement, the line of communication will showcase the products highlighting the design, which Goel dubbed as not trendy but classy and timeless. Magppie also exports its products to various international markets.