One is not sure whether Josy Paul’s move has anything to do with this but, interestingly, Mumbai Mirror has decided to shift its creative duties to Fortune Communications, the sister entity of JWT, from Bates David Enterprise. No pitch process preceded the movement. As is known, Fortune already handles the communication for The Times of India brand in Mumbai.
The agency has also won the advertising and merchandising duties of Hotbrands International, a Dubai-based food retail brand. Specializing in multi-ethnic food courts or QSRs (quick service restaurants), Hotbrands owns Shamiana, Santino's and Magic Wok operated at malls and mutiplexes. Hotbrands also has plans to introduce CDRs (casual dining restaurants) in India. Hotbrands is already present in some Mumbai malls and plans to expand to Delhi and other major Indian cities later this year.
Even as details on the account sizes could not be ascertained, Mumbai Mirror alone is a heavy spender in the media space.
Commenting on the new contract, Fortune Client Services Director Ryan Suares said, “It is kudos to the Fortune team -- our work speaks for itself and people come looking for us. Moreover, these are exciting brands and it’ll be a challenge, a fun challenge, to exploit the full potential of what both brands offer.”
In the last year, Fortune has picked up more than 15 new businesses, including D'Damas, The Times of India, Pioneer Audio, Toshiba, Sanyo, Tech Mahindra, Chateau Indage Wines, Mocha Coffee and Radio Today.