Bates Kolkata has won Eastern India's famous jewellery chain M P Jewellers. The account came to Bates because of the agency's much-acclaimed work for the Ananda Bazar Patrika group of publications, say Bates sources.
The incumbent agency is JWT.
The mandate for Bates is to turn M P Jewellers into a national brand from a regional player, which it is today.
The jewellery chain has opened its first shop in Gurgaon and more such openings are on the anvil.
Asish Palchaudhuri, senior vice-president and general manager, Bates Kolkata, says, "The client wants us to increase the footfalls in its stores. To achieve this, our campaign will be across print, television and outdoor."
Bates Kolkata services the entire portfolio of Ananda Bazar Patrika group of publications, which includes the number one Bengali daily Ananda Bazar Patrika, women's magazine Sananda, film magazine Anandalok, literary magazine Desh and others. The agency also services Sherwood Estates, a Kolkata-based realty project.
M P Jewellers was involved in the astro-gems business earlier. The company has moved into the jewellery business only in the last 10-12 years.
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