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Bharti Retail calls for pitch from country’s top agencies
The country’s top five agencies – O&M, McCann, Lowe, JWT, Leo Burnett – have been asked to make presentations for Bharti’s ambitious plans for organised retail
Notwithstanding all the heat and dust around foreign direct investment (FDI) in the retail sector, the big boys are getting ready with their plans to transform the way Indians shop. Bharti Retail, a wholly-owned subsidiary of Bharti Enterprises, has called for a multi-agency pitch to showcase its ambitious plans for organised retail.
agencyfaqs! has learnt that the top five agencies of the country – O&M, McCann, Lowe, JWT and Leo Burnett – have been invited to make presentations. All these agencies were reluctant to talk about the pitch because they have signed non-disclosure arrangements. The size of the business could also not be ascertained, but considering it’s Bharti, the ad spends will undoubtedly be sizeable.
It is also learnt that Rediff, which handles the creative duties for Bharti’s telecom brand, Airtel, has not been invited for the pitch. However, the agency has asked Bharti to include it, too, considering the kind of work it has produced for Airtel.
The pitch process has commenced, a source tells agencyfaqs!, and each of the agencies will be called one by one, on different days, to make their presentation. In the first round, the agencies have been asked to make a creative presentation. Thereafter, the shortlisted agencies will be asked to make a second presentation.
When contacted, executives at Bharti Enterprises remained tight-lipped and said it was premature to comment on anything.
Bharti is looking for a partner that can understand the scale of its business. It is looking at multiple formats – from hypermarkets and supermarkets to even small-store formats, for which the company plans tie-ups with local stores using a franchise model.
Sources reveal that low pricing and the range of products that Bharti wishes to offer through its retail outlets are the two key aspects the agencies have been asked to focus upon in their presentation. Finding a suitable brand name and developing a brand positioning strategy are also on the cards.
In an official communique last month, Rajan Mittal, joint managing director, Bharti, revealed that a consumer research was under way to finalise a suitable brand name for the retail initiative.
© 2007 agencyfaqs!