Top Story

Home >> Account-Movement >> Article

Dentsu Marcom wins Manchester United Cafe Bar biz

08-December-2011
Font Size   16
Dentsu Marcom wins Manchester United Cafe Bar biz

The Mumbai branch of Dentsu Marcom has won ATL and BTL duties of Manchester United Restaurant and Café Bar (MURCB), a venture of Mirah Group’s Mirah Hospitality & Food Solutions Pvt Ltd. The win comes on the back of a multi-agency pitch that was initiated in Mumbai sometime ago. The size of the account could not be ascertained at the time of filing this report. The win comes close on the heels of Dentsu Marcom winning DS Group’s PassPass and an upcoming chewing gum brand.

Mirah Group, which has presence in Delhi, Mumbai and Goa, now plans to expand its cafe and bar in cities like Kolkata, Hyderabad, Chandigarh and Pune, while opening more outlets in Delhi and Mumbai.

Confirming the news to exchange4media and citing the reason for choosing Dentsu Marcom over other agencies, Anil Laroia, Brand Head, Mirah Hospitality & Food Solutions Pvt Ltd, said, “We were impressed by the fresh communication approach and designing capabilities of Dentsu. It’s is a young team of professionals and we are confident that they will add vibrancy to brand Manchester United Restaurant and Café Bar (MURCB) with their work. We hope to associate closely with the team and create a distinct identity and appeal for brand MURCB.”

Reacting to the win, Hiroshi Omata, COO, Dentsu Marcom, said, “We are very excited to partner Manchester United Restaurant and Café Bar (MURCB) and be a part of its growth story in India. Manchester United is an iconic brand. A massive base of highly engaged fans, coupled with outstanding brand equity makes the Man-U Restaurant Café and Bar a dynamic and vibrant brand to work on. Our creative approach was led by a simple communication thought – the ‘3Fs’ of Fun, Food and Football, which we developed further to create ideas that were distinctive and appealing.”

This is the first time that MURCB has partnered with a mainline agency. Earlier, it was working with small creative shop, CA Communications. The media duties for MURCB will be handled internally. The group also plans to tie up with various sporting events in the coming year and also bring international football icons to India for promotions. As the brand plans to expand its footprint, its marketing budget is also expected to rise substantially this year.

Manchester United Restaurant and Café Bar currently has five outlets at Vasant Vihar - Delhi, Calangute - Goa and at Palladium, Mulund and Malad in Mumbai. Sharing the expansion plans, Anil Laroia said, “The success of the five Bars in India has motivated us to open more cafes across the country to cater to our increasing fan following. Plans are already afoot to set up a number of outlets across Mumbai in places like R-City Mall and Viva City, Thane. We will continue to support sporting events and create wonderful experiences for our patrons through our outlets.”

For the record, Manchester United Café Bar is a full service, casual all-day dinning café bar that features predominantly western cuisine and local specialties to suit the taste buds of diners. A sports café bar dedicated to football, Manchester United Café Bar (MUCB) is the franchise of Manchester United Club.

 

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Prior to Applause, Cherian was the CMO at Smaaash Entertainment for four years

Today's edition of Lokmat and e4m's initiative #No1Dad has media veteran Shashi Sinha and his son Dhruv talking about their fondest family trips

The leading home decor brand plans to set up 100 new stores in Tier 2 and Tier 3 cities