Footwear giant Liberty and retail major Pantaloons have awarded the creative duties of their new joint venture, the Shoe Factory, to Mudra. Shoe Factory involves large format speciality stores, which will offer a never seen before range in footwear. The size of the business is pegged at Rs 5 crore.
Anupam Bansal, Director, Liberty, said, “We are happy to award the creative duties to Mudra Delhi. We have a budget of Rs 50 crore in the first year, of which Rs 5 crore is towards advertising. We really liked Mudra’s presentation and their strategic approach.”
He added, “The average Indian is now a lot more aware of the importance of grooming well and dressing right. Though the initiative we expect to heighten his/her consciousness of wearing the right footwear with right clothes.”
He further said, “The media duties have not been decided yet. It will take us a month to decide on that issue.”
Mudra Branch Head, Sanjay Sharma, said, “We are really happy to win this account. It’s a fairly new and exciting concept. We are conceptualising the entire launch. The first store is opening by the end of this month in Ahmedabad. More stores would open subsequently in other metros. They will be opening eight to 10 stores by next year.”
He added that the entire communication would be 360-degree angle. “It will include print, TVC, outdoors, etc. We are providing them with communication solutions like the events and promotions. I am sure it will create a big brand in shoe retail,” Sharma affirmed.