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Happy adds three new businesses to its kitty

21-January-2011
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Happy adds three new businesses to its kitty

Happy Creative Services has bagged the creative duties of Papa John’s Pizza, Flipkart.com and Myntra.com.

Commenting on the new wins, Kartik Iyer & Praveen Das, Co-founders and Directors of Happy, said, “We couldn’t have asked for more. 2010 was a year of consolidation for us. Winning these three accounts over a week definitely set the right tone for 2011 at Happy. We are really excited about our entry into the food and dotcom category.”

Papa John’s, the third largest pizza chain in the world, has been in India for three years and was brought in by JIP Fashion and Restaurant Group. For Papa John’s Pizza, the task for Happy is to increase awareness of the brand in India.

For Flipkart.com, there was a multi-agency pitch that involved agencies such as Lowe and JWT, among others. Flipkart, a three-year old e-commerce start-up from Bangalore, initially sold books and has now expanded their offerings to music, movies, games and mobile phones. Happy’s aim with Flipkart.com will be to increase awareness about the brand. This will involve above-the-line advertising consisting primarily of TVC, print, digital and outdoor.

Faisal Jawad, Chairman, Jawad Business Group and Om Pizzas & Eats India Pvt Ltd, said, “As we embark on a speedy and exciting expansion programme, which will see us open almost 100 restaurants across India over the next few years, including Papa John’s Pizza, Chili’s and The Great Kabab Factory, we realised our brands needed original, unique and creative exposures in all our markets. Happy, which is more an ‘idea shop’ than an advertising agency, seemed the right partner. We are looking forward to working with Happy.”

“Flipkart as start-up brand/ service has been built entirely by word-of-mouth,” explained Sachin Bansal, CEO of Flipkart. He added, “It’s our service that has led people to recommend us to others. A move from that ‘buzz culture’ to a mass media campaign is a big shift for us, and we wanted an agency that understood these nuances. Happy’s thought process and articulation not only impressed us, but also challenged some of our existing assumptions. What also resonated with us is perhaps the work culture/ ethic as Happy and Flipkart are both three-year old ‘start-ups’ founded by two people. We saw Happy as the closest fit to our company.”

On opting for Happy as the creative partner, Mukesh Bansal, CEO, Myntra, said, “We wanted someone who understood and appreciated e-commerce and also the nuances of lifestyle consumption in the Indian market. Happy fitted the bill perfectly.”
 

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