MAA Bozell, Chennai has won the creative and media duties for Javagreen, a premier lifestyle coffee shop, in a highly competitive pitch. Javagreen is a venture of Reliance ADAG, which was set up in 2003 as a lifestyle coffee shop exclusively for Reliance broadband centres.
The brand is now present in 12 cities and has spread beyond the Reliance Broadband centres. The pitch was called during September-October 2006. The names of the agencies that had taken part in the pitch could not be ascertained. The incumbent agency is Grey Worldwide.
Commenting on the win, Antony Rajkumar, Head, MAA Bozell, Chennai, said, “Javagreen was looking at an agency that understood and was passionate about the business. Having first hand experience of retail and consumer triggers and barriers in the thriving retail industry, we were able to showcase our knowledge of the retail and lifestyle market giving a holistic approach to the brand.”
He further said, “These are exciting times for brands operating in this segment. Our mission for the brand is to engage consumer interest and give them an experience that they will keep coming back to.”
Regarding the media mix, Rajkumar said, “It is too early to comment, but given the kind of business, one could expect an innovative approach. The buzzword for the brand was to ‘reach the consumer when and where it matters the most’.”