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Ebony appoints Mudra to spearhead new campaign

27-August-2001
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Ebony appoints Mudra to spearhead new campaign

The DS Group-owned Ebony Retail Holdings, which runs the retail chain Ebony, has hired Mudra Advertising to handle the Ebony brand's advertising account. Mudra has been hired in place of RK Swamy/BBDO, Ebony's advertising agency of one-and-a-half years.

The Ebony account was won by Mudra from a multi-agency pitch which involved Bates, among a couple of other agencies, Mr. Lalit Kumar, Group Vice-President, DS Group, said.

Apart from the advertising campaign per se, Mudra will also handle the Ebony brand's event management, on-ground marketing activities and outdoor publicity.

The fresh campaign is likely to hit television screens and the print media within a time frame of two months. The brand's positioning statement is currently being worked out.

Meanwhile, in what is possibly the first of its kind advertising strategy within the domestic retail industry, Ebony Retail Holdings has worked out a performance-linked compensation package with Mudra Advertising.

As part of its Rs 20-crore expansion plan, Ebony Retail Holdings is set to inaugurate its store in Chennai around the end of next month, followed by stores in Hyderabad, Bangalore and Mumbai subsequently. Ebony Retail Holdings currently has six stores in the country.

Ebony Retail Holdings closed March 2001 on a turnover of Rs 56 crore. The company is targeting a turnover of roughly Rs 95 crore by March next year.

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