Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has bagged the digital mandate for D’Décor. As part of the mandate, the agency will handle duties for D’Décor across social and digital media. This includes media planning and buying.
Dentsu Webchutney won the account following a multi-agency pitch after contending against four other agencies that participated in the pitch. D’Décor is one of the world’s largest producers of curtain and upholstery fabrics.
D’Décor exports soft furnishings to 65 countries. Its customers include brands such as Kravet Inc., Jab, Romo, Designers Guild and Casamance to name a few.
Voted as India's most trusted furniture retail brand (Brand Trust Report 2014), D’Décor has always been at the forefront of innovation. They are the first to introduce water-repellent fabric, flame-retardant fabrics and also to have the first fully robotic warehousing facility in India. In July this year, D’Décor invested Rs 25 crore to launch D’Assist platform as part of their digital integration of its business and retail operations, and expects to increase its market share by 10 per cent in the next five years, a senior company executive said.
In the light of this, they wanted an agency which could aptly complement them in setting up a sturdy and innovative digital ecosystem and cohesive presence across platforms.
The account will be handled from Dentsu Webchutney’s Mumbai office.
Nikita Desai, Vice President - Strategy and New Business, D’Décor, says, "We are happy to welcome Dentsu Webchutney on board. We are at a juncture where we will write the digital chapter of our business. In this, we have taken strong and conscious steps to remodel the business to see clear ROIs from online sales. Over the next few months, you will see a dramatically expanded digital footprint. Our partner of choice for this endeavour is Dentsu Webchutney."
Roopesh Shah, Sr. Vice President and Branch Head, Dentsu Webchutney, Mumbai, says, "When we took on the challenge to pitch for D’Décor, we went in knowing fully well that we are pitching for a business that is deeply creative in its own right and the world's largest at that. We pulled all our resources and it is thrilling that we have come out winning. The icing on the cake was the way teams on both sides connected. We found strategic fitments at multiple nodes and levels of our offerings. While this is a fantastic victory for Webchutney, we see it as an opportunity for us to work with D’Décor as One DAN (Dentsu Aegis Network) and really deliver on all those service nodes and levels."
Commenting on the win, Shah added, "Look at the brilliant opportunity here. It is going to be challenging and heady to work with D’Décor, a brand with a steep growth trajectory that is on the verge of opening new business avenues with its digital play. For years now, we have believed and partnered with brands that live on the cusp of culture and technology and we have seen immense success together. D’Décor is clearly one of them. Today, our 'House-Proud' index (if there was such a thing) is shaping how we shop, curate, decorate and share our living, working and gathering spaces. This agency-client partnership is about leveraging this culture-tech cusp and delivering solution that add to incremental business growth."
Samera Khan, Exec. Vice President, Planning & Strategy, Dentsu Webchutney, says, “This is such a win-win situation for us. Not only did we win business with a great strategic partner in D’Décor, but we also won a brand that runs its business using the best of technology across touchpoints. We Indians are leapfrogging ahead of the world when it comes to technology adoption and buying behaviour, D’Décor wants to enhance that experience by using the digital medium what it's best for - contextual engagement. We look forward to this partnership”
A leader in creating marketing strategies for brands such as Flipkart, Red Bull, KTM, and Airtel among others, Dentsu Webchutney has made a mark in telling engaging stories across media to a variety of audiences via their digital campaigns. Recently ET awarded Dentsu-Webchutney as the No. 1 digital agency in India (2015-2016), highlighting its dominance in the field of digital innovation and community-building.