IBD India wins DLF Pure - Home+Living biz

The size of the business is said to be in the vicinity of Rs 8-10 crore. IBD India will handle the brand and creative services.

e4m by exchange4media Staff
Updated: Dec 13, 2011 8:05 AM
IBD India wins DLF Pure - Home+Living biz

Pure - Home+Living, a retail brand of DLF Brands, has roped in IBD India, a Percept Hakuhodo Company, to handle their brand and creative services. The size of the business is said to be in the vicinity of Rs 8-10 crore.

The brand had called for a multi-agency pitch, wherein the brief constituted of establishing Pure – Home+Living as amongst the leading players of contemporary home furniture and accessories brand in the Indian home fashion industry and lifestyle accessories.

Speaking on the reason behind choosing IBD, Ambika Nair, Head - Marketing, DLF Brands, said, “It was the agency’s in-depth understanding of the market and their overall business approach towards our brand that assured us that they understood our goals. Therefore, we see this development in sync with the company’s plans to focus on growing its business in the Indian market.”

IBD India will work on the strategy and creative deliverables of Pure - Home+Living. To start with, IBD will be focusing on launching Pure – Home+Living and making it a preferred brand in the home décor space, an over-cluttered market with numerous players in both organised and unorganised formats.

Commenting on winning the duties for Pure - Home+Living, Jyotsna Chauhan, COO, IBD India, said, “The focus is to break the clutter and create a differentiated positioning for Pure. Giving the new age men and women, the power to ‘Refine, Express and Match’ their life’s aspirations. Our campaign aims at extending the essence of Pure to match the changing needs across genders and tastes.”

For the record, Pure – Home+Living opened the first flagship store in February 2011 in Delhi. The store offers a wide range of home furnishings, lighting, bathware, glassware products and living products, and is built on an area of 20,000 square feet. Following its success in New Delhi, they have opened stores in Mumbai and Bangalore. According to several media reports, the company plans to launch 30 new stores in the next three years and is looking at an overall investment of Rs 200 crore for these stores.


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