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Brand Curry assigned creative & media biz of Ambience Mall

05-September-2011
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Brand Curry assigned creative & media biz of Ambience Mall

Brand Curry has bagged the creative and media mandates for Ambience Mall in Gurgaon and Vasant Kunj. This is the first time that Ambience has formally hired a creative and media AOR to handle its portfolio, the group was earlier working with agencies on a project to project basis. The pitch was called in the month of July and agencies like Ignite Mudra, Draftfcb Ulka, Purple Focus and Myoho Creative had also participated in the same. Though not confirmed by officials, the account spends are pegged in the vicinity of Rs 6-7 crore. While Brand Curry will handle creative and media, the mandate for BTL activities has been awarded to Draftfcb Ulka.

Confirming the development to exchange4media, Vijay Aima, Vice President – Operations, Ambience Ltd, said, “We have chosen Brand Curry to handle all our creative and media duties. The reason we rested the mandate with them was because their plans, vision and strategy came closest to our thought process. They understand the retail environment well and have an in-depth knowledge of its various facets, which is most important to us. Their creative depiction of ideas was also of very high calibre, so we decided to go with them. Though we have many projects running, our focus right now will be the malls.”

Elated over the win, Subrata Chakraborty, Managing Director, Brand Curry, said, “We are delighted to have won the Ambience Mall account. Our strategy attempts to bring a paradigm shift in the mall consumption habits of people, a shift that will position Ambience mall in a differentiated and relevant space. It was a great team effort as Raj Shekhar, Bimal Panda and Ratno Rudra gave brilliant creative expressions to our strategic intent and that I think stood out in the pitch.”

Ambience Malls are owned by Ambience Group Ltd, which also has projects in the residential, commercial and IT/SEZ space.

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