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.