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Brand Curry wins creative duties for A B Movies' retail initiative

By , agencyfaqs! | In | February 04, 2005
A B Movies, an associate company of The Chadha Group, is the promoters of The EastEnd Mall in Kaushambi (Ghaziabad) and The EastEnd Mall in Lucknow


Subrato Chakraborty and Ratnodeep Rudra's Brand Curry has been awarded the creative duties of the retail initiative from A B Movies, the promoters of Centrestage Mall. & #BANNER1 & # The business was won in multi-agency pitch. The size of the business is in the region of Rs 2 crore.

A B Movies, an associate company of The Chadha Group, is the promoters of The EastEnd Mall in Kaushambi (Ghaziabad) and The EastEnd Mall in Lucknow. The Group's forthcoming venture includes the launch of shopping malls in Ludhiana, Mohali and in Moradabad.

Thus, in the light of the aggressive retail expansion plans of A B Movies, Brand Curry has a two-fold task at hand. "First", explains Punam Kanwar, corporate communications head, sales & marketing, A B Movies, "Brand Curry would launch the creative campaign of our non-operational properties, which are the malls in the roll-out stage."

To that end, Brand Curry has to effectively promote the new retail properties to business groups and investors. "The immediate job is to pitch the new mall as a top-of-the-line premium property to attract these groups in mini-metors, and to set up infrastructure in the malls," explains Chakraborty. He says the future of retail belongs to the two-tier cities, so that is where the action is all set to take place.

Once the malls manage to generate enough interest from keen investors, the next step for the communication specialist is to create a retail brand identity for the malls. "That, of course, is the logical course of action. But this will happen on a later stage," says Chakraborty.

At the moment, Brand Curry is working on the multimedia campaign, which should be out soon in business publications.

Besides this, Brand Curry has won the creative duties for the UK-based BPO, Vertex, a part of United Utilities plc, an FTSE 100 company. But there is more that is keeping Brand Curry busy. It is giving final touches to the three-film campaign on the Hero moped business, the account Brand Curry won some time ago in a multi-agency pitch.

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