Promart Retail, a discounted retail chain and value format concept, has awarded creative duties to McCann Erickson. McCann’s Mumbai office will work on this account.
In the recent past, the creative duties for Promart have been handled by an in-house team. As a part of this mandate, McCann Mumbai will be responsible for all brand communication.
The development was part of a multi-agency pitch process that was held in Mumbai. This is the first time that Promart planned to hire a full-fledged creative agency.
Prasoon Joshi, Executive Chairman, CEO and Chief Creative Officer, McCann Worldgroup India said “We are thrilled to work with Promart as it’s a brand that seems to be on a new journey in the retail space. The team’s bold ambition excites us and together we will democratise apparel in a world where fashion has always been about exclusivity.”
Ashish Garg, Managing Director, Promart said, “We are happy to have McCann as our creative partner as the agency will be responsible for providing 360-degree creative inputs on print, store visuals and retail merchandising to start with. McCann has a proven track record in building iconic brand strategies which will help elevate the positioning of our brand.TV and social media will be looked upon at a later stage as we are a relatively new and are a growing brand.”
Lifestyle retailing brand Promart bought out the IP and assets from Provogue in November 2011 and targets the youth in the age group of 15-25 years. Promart houses 50+ brands which include Levis, Pepe, Lee, Wrangler, Spykar, Gini and Jony, amongst others, under one roof.
Punit Agarwal, CEO, Promart said, “We were quite impressed with McCann, as after a multi-agency pitch, they came across as the best choice in terms of understanding the brief and what they could bring to the table. Their innovative approach to positioning brand Promart helped the agency clinch this win. The new concept of Promart’s business was easily understood by the team and we feel their level of understanding is aligned with our strategic roadmap. Hence, we feel they will do justice to our brand.”
For the record, McCann Mumbai has diverse expertise in servicing clients across categories. Some of its clientele list includes Johnson and Johnson, Marico, Nestle, Coca-Cola, L’Oreal, Cathay Pacific, Aircel, TVS, Britannia and Master Card, amongst others.