Orchard, Bangalore has bagged the creative duties of Subhiksha, a Chennai-based supermarket and pharmacy retail chain. O&M is the incumbent agency, which was handling the creative duties of Subhiksha on a project basis. Media duties of the retail chain are currently being handled by an in-house team.
Subhiksha had called for a pitch in mid-September and a total of seven agencies were in the fray for the business. Of these, five agencies were from Bangalore, while two were from Chennai. The agencies included some of the biggest names in the business.
This will be the first consolidated print, radio, outdoor and TV national advertising campaign by the retail chain. Orchard will be looking at both above-the-line and below-the-line activities.
Mohit Khattar, President, Subhiksha Trading Services, said, “The ad spend is estimated to be Rs 15 crore a year and would increase as the business grows. The Orchard, Bangalore team presented a compelling strategy to build a strong communication platform from which the Subhiksha value proposition could be accurately communicated to the TG. Their thinking was in sync with our own approach to build the business.”
“Subhiksha is a unique brand in many ways and a leader in its category. Our association with Orchard gives us both the opportunity to build our strong consumer insights into sustainable communication propositions as well as build the Subhiksha equity as it expands into newer geographic territories,” Khattar further said.
R Subramanian, Managing Director, Subhiksha, said, “Having reached critical mass in our expansion module, we feel it is now the appropriate time for Subhiksha to reach out to the target consumers through a mega ad campaign.”
Nitish Mukherjee, Managing Director, Orchard Advertising, said, “We believe that Subhiksha’s offering is hugely relevant and significant to the Indian market and the challenge was to convey or translate this bigness, which we did in an engaging manner.”
Subhiksha is currently 400-stores strong and has recently opened multiple stores in Delhi, Ahmedabad, Bangalore and Hyderabad. It plans to continue this growth story in the next few months as well with the opening of stores in Mumbai, Pune, and several other cities in the rest of the country.