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.