Top Story


Home >> Advertising >> Article

Reliance’s Vision Express retains Why Axis as its creative agency

Font Size   16
Reliance’s Vision Express retains Why Axis as its creative agency

Why Axis, a Bangalore-based design and advertising agency, has been retained by Vision Express, the joint venture between Reliance Retail and Dutch optical retailer Pearle Europe. Why Axis has managed to retain the business amid a tough pitch process, which saw the participation of eight top agencies. Vision Express had called for the pitch in September-October, 2010.

Commenting on the win, Niranjan Natarajan, Founder & Creative Director, Why Axis Advertising and Design, said, “Why Axis has been working with Vision Express since 2008. That is, we are also the incumbent agency. It has been enjoyable working with Vision Express, Europe’s largest optical chain, partnering its Indian market entry and growth. We look forward to building on our relationship.”

Vibrant is the media AoR on this account.

Commenting on the media mix, Prabhakaran, Brand Manager, Vision Express, said, “Vision Express would be looking at a mix of media to communicate to a pan-India audience, along with strong local area support.”

Vision Express currently has 90-plus stores in 23 cities and is said to be the fastest growing optical chain in India. On an average, Vision Express is known to open one store every week. The company is planning to have 500-700 stores in the next 7-8 years.

Why Axis was founded by Niranjan Natarajan, former Executive Creative Director, JWT, in 2005. The agency has a 15-member team with strong art and graphic design skills. Why Axis follows the ‘Brand Why’ process driven approach to discover creative solutions.

Its clients are across retail, IT, adventure gear, and beverages. Packaging design clients cover personal care, spices, dairy and spices.



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

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.