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Mag Communications sets up hot shop for art; plans retail foray

09-July-2005
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Mag Communications sets up hot shop for art; plans retail foray

Mag Communications, a Bangalore-based agency, has set up a hot shop for art. The agency’s division Magnitude, which was set up in 2002, is now going full steam. Mag Communications plans to venture beyond customised art that the shop provides to corporates and connoisseurs, into retail sales of art created at Magnitude.

Ramesh Magar, MD, Mag Communications, said, “To the best of my knowledge, it’s the only hot shop in India that produces customised art for corporates. Soon, we intend to go national through the franchisee route, extending the offerings to cover the mass market.”

The retail chain is expected to cater to people who may not be able to afford signature creations. The agency has already created a brand in Gift D’ Art, which deals with customised corporate gifts. All creations from the shop are sold under the Magnitude brand name, and though Magnitude currently functions as a part of the company, Magar intends to make it a separate entity soon.

While the first Magnitude outlet would come up in Bangalore within the next two months, the company plans to invite franchisees from the metros to take the retail art brand national. All art work for the outlets would come from the shop at Bangalore. The art on show would include accessories for interior decorators and corporates.

Magar added, “Signature creations are very expensive. A person wanting to do up his home or office will have to reduce the number of pieces he buys. We also take up customised solutions from the shop – a team goes in and makes suggestions based on the budget, ambience and tastes.”

All the work is done manually at the shop and there is no digitised art. He also clarified that there would be no duplication. The retail art brand is also keen on advertising to get the brand message across. A campaign is expected to break with the rollout of the retail chain, starting with Bangalore around Diwali.

Magar added, “We are also looking at separate divisions in the future, which will act as specialised shops catering to each domain. The next venture would have something to with publishing.”

The 10-year old agency also handles creative and media duties for clients including Bajaj Auto (Karnataka and Goa), and handles the advertising for several auto companies in the region besides Aptech and the Scandent Group.

Through Magnitude, the agency will also provide employment to the good old ‘fine arts’ exponents who use the paintbrush and the palette off screen as well. Besides the customised work, the shop has an inventory of around 300 pieces of art.

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