Optimum Media Solutions (OMS), the specialist media independent belonging to the Mudra Group, has bagged the media duties of multi-brand technology retail chain, Hot Spot Retail. The account size has been pegged at upwards of Rs 20 crore. OMS would be handling the media planning, buying and implementation for Hot Spot Retail.
Sanjeev Mahajan, CEO, Hot Spot, said, “Hot Spot retail currently has approx 300 stores across the country, which we intend to take up to 1,500 stores by the year-end. Given our aggressive expansion and growth plans, we felt the need to partner with an agency which shared our passion and brought value to the table when it came to innovative thinking and a strategic direction.”
Reacting to the account win, Chandradeep Mitra, President, OMS, said, “It feels wonderful when clients see media agencies as partners rather than vendors. Hot Spot has aggressive expansion plans and it will be our endeavour to derive maximum bang for the buck in reaching audiences in newer markets.”
Niti Kumar, Business Director and Head of OMS’ Delhi branch, said, “Mass media will play a critical role in Hot Spot’s marketing plans, and we’re currently in the process of devising unique solutions to tap the diverse markets that the brand is entering.”
Elaborating of the telecom retail chain’s expansion plans, Sanjeev Mahajan, CEO, Hot Spot, said, “The Indian consumer needs a better shopping experience in mobile retailing. A mobile phone is something that everybody wants to own today, and while working on this concept, we want the customers to have a wide range of choices before him through our retail stores. We are targeting specific communities as we want to be in every major town and every major market, the idea is to give the consumer a shopping experience in his own area.”
Talking about the company’s marketing strategy, Bipin Narang, VP-Marketing, Hot Spot, said, “The marketing plans right now are largely focused on the expansion plans. The consumer today will not walk a long distance to buy the airtime solutions or a handset. The idea behind the expansion is to open a store near the consumer, while offering not just the mobile handset, but all kinds of accessories, including data cards, Bluetooth accessories, airtime solutions and products connected with the mobility arena like MP3, X-Boxes, laptops or anything that enhances the mobility of the person.”
He added, “We don’t want to do single point transactions where a customer buys our products and never comes back. The idea is to build a relationship so that he comes back again, rather than just selling products. To achieve this, we will be doing a lot of thematic brand building campaigns. We want to touch the customer in as many ways as possible through TV campaigns, print media, radio, BTL and through the Internet.”
OMS also handles the entire planning, buying and implementation business of Reliance ADAG, one the largest AOR clients in the country. Hot Spot joins the roster of a number of prestigious clients handled by OMS, including ICI Paints, Spice Mobiles, HBO, Yatra.com, Amway, Panasonic, Disha Direct, Cera Sanitaryware, SBI, HPCL, Air India, Zenith Computers, MTDC, Ravissant, TTK, Sify, Jyothi Laboratories, RmKV Silks, Amrutanjan, MTV Networks, ACC Cements, Paragon and Shobha Developers.
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