Dubai-based Landmark group, promoters of Lifestyle retail chain in India, has awarded its creative duties to McCann Erickson, Bangalore for its international brands, Bossini and Kappa, which will be launched in India in May. The account size is pegged in the region of Rs 5-6 crore. Mindshare Bangalore will handle the media duties.
Available throughout Asia and in select markets across the globe, Bossini is a casualwear brand for men, women and children, while Kappa is a premium sportswear brand from Europe and is available in over 90 countries.
The creative pitch process saw the involvement of three agencies – Bates Enterprise, Mudra and McCann Erickson. The creative outflow showcased by McCann helped them in winning the account.
Elucidating the reason for choosing McCann over other agencies, Suhrid Devsharma,
Business Head, Brands, LMG Brands India Pvt Ltd, said, “We felt they managed to communicate the core ideas behind our brands the best, through their creative interpretation.”
Elaborating more on the reasons for emerging as the winners, Dileep Ashoka, Vice-President and General Manager, McCann Erickson, Bangalore, said, “Our credentials in the fashion space (we launched and handled both Levi’s and Dockers in India.) The client was aware of this and it also came across strongly in our presentation in terms of our ability to think through and extend the idea.”
“The quality of our creative work was openly appreciated by the client,” Ashoka added.
The Group did not call for any pitches for its media AOR. Explaining the reasons for selecting Mindshare as its media AOR, Devsharma, said, “Mindshare Bangalore is also the AOR for the Lifestyle account, and that is the primary reason for opting for it so as the maximise benefits.”