Top Story


Home >> Advertising >> Article

Pantaloon creative goes to Mudra and Percept, adspend pegged at Rs 35 crore

Font Size   16
Pantaloon creative goes to Mudra and Percept, adspend pegged at Rs 35 crore

The result for the creative account of Pantaloon Retail is out. The client has zeroed down on two agencies to take care of the creative responsibilities of its value and lifestyles retailing stores. Value retailing, Food Bazaar and Big Bazaar will be handled by Mudra, and Percept will handle lifestyle retail brand, Pantaloons. The account together is pegged at Rs 35 crore.

Says Kishore Biyani, MD, Pantaloon Retail (India) Ltd., “We are developing our retail brand further. Our adspend for the year 2004–05 of Rs 35 crore is a result of this endeavour. We require strategic positioning at this level and there is a lot more to take care of now in both segments: value as well as lifestyle retail.”

He further explains, “Our value retailing already comprises Big Bazaar and Food Bazaar. But we don’t plan to stop there. Soon there would be a Gold Bazaar, and a Footwear Bazaar. Both, again, on the value for money plank. So more attention is required here now. We have awarded these responsibilities to Mudra. This is a new relation for us and we liked the ‘Indianness’ of their ideas.”

As to Percept holding the lifestyle retail responsibilities, he says, “We have shared a relationship with Percept and we know how the agency works. In this segment, Pantaloons is already there. Now with 51% stake in Arcus, we are also launching a new brand Central. Again here there is more work required and hence the charge of that particular area has been assigned to Percept.”

Sanjeev Agrawal, Head, Marketing, Pantaloon Retail adds, “We are taking the branding effort for Pantaloon very seriously. We required partnering with agencies that are very strong and would bring on board both strategic and creative inputs. Both Mudra and Percept fit the bill.”

But retail itself is a sunrise industry in India. With an almost 50 percent increase in ad spends, Pantaloon’s aggression is prominent. How are the respective agencies looking at meeting with the requirements?

Rajesh Pant, CEO, Percept expresses, “We are in touch with Pantaloon since the time of its inception. Even if we were not involved with it in the interim period, we always kept a track of its operations and in the process have learnt a lot about their requirements. Our partnership with Hakuhodo will play an important part here. With their experience, we have a fair amount of background on worldwide retail. At this stage, I think we are ready to meet the challenges of Pantaloons ambitious plans.”

If Percept is elated with the lifestyle responsibilities, Mudra is equally excited about the value retailing.

Jude Fernandes, President, Mudra Communications says, “Retail industry itself is a growing one in the country and Pantaloon has aggressive expansion plans. They want to get into various markets and this is a very exciting stage in its evolution.”

On what according to him worked for them, he says, “The principle reason why we were awarded the business is because of our ability to mass market with down to earth solutions. And keeping these solutions with their aggressive plans. They appreciate the work we have done with Team Samsung and Reliance.”

The incumbent for the creative for their lifestyle retail brand was Marching Antz. The Media account still lies with Initiative – Millennium and there are no plans to scout for a new media agency.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

Azhar Iqubal, co-founder of Inshorts, expresses his views on how shorter form of content is preferred more over the in-depth stories and has also focused on how mobile has become the effective medium to target consumers

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow

While domestic and international brands are competing for a bigger pie of the growing digital content market, Reliance Jio with its Jio Studios has added a new dimension to this competition.

At the Ad Club Knowledge series event in association with Hindustan Times presented an interactive session with Chandramouli Venkatesan, CEO (special projects) - ‎Pidilite Industries Limited, on his b...