Mindspace will be handling the creative duties for US-based international restaurant chain Mark-Pi. Mark Pi’s products in India will be marketed under the brand name of Crazy Noodles. The account size was pegged at Rs 1-1.5 crore, said Karan Verma, CEO of Mark-Pi.
On selecting Mindspace, he said, “We’ve tried various creative agencies in the past, but we selected Mindspace as they came out with a good brand idea and unique creative insights. Creative was the key driver to the decision.”
He further said, “Mindspace would be handling the entire communication plans for us as we are in the expansion phase. We plan to open in Delhi in 6-7 months’ time. We also plan to open around 20 outlets all over India shortly.”
Ritu Memani, Managing Director, Mindspace, said, “We are giving the brand Mark-Pi Crazy Noodles a good strategic and creative direction. The communication plan includes print ads, which will break in national and regional dailies. There will also be below the line and local store marketing activities.”
In Gujarat, the chain has set up three restaurants at Ahmedabad, Rajkot and Surat and will be adding seven more soon. Keeping the preferences of its customers in mind, the chain will offer exclusively vegetarian fare, including an exclusive garlic and onion-free Jain menu. Outside Ahmedabad, it will serve non-vegetarian food too.