Following a multi-agency
pitch, the Bangalore based Wolf Communication Partners has won the creative and media duties for Damas Exclusives, a jewellery retail outlet. There were seven agencies in the fray, including O&M and JWT.
The pitch process, which included several phases, was initiated from Bangalore in India in June. For the presentation, the agencies were called to Dubai (UAE). As per industry sources, the size of the business is estimated to be around Rs 2 crore.
Incidentally, Damas Exclusives, which owns the reputed jewellery brand, D'Damas, will be the first retail outlet to be launched by the UAE-based Damas Jewellery in India.
Shaheeda Abdul Kader, managing director, Damas Exclusives, says, "Wolf Communication Partners displayed a deeper understanding of our brand vis-à-vis the others, and this reflected in their creatives and marketing proposal. They also captured the brief well and came up with a practical strategy to ensure us a smooth entry in the Indian market."
Rajesh Johnny, chief client strategies officer, Wolf Communication Partners, Bangalore, says, "While presenting the creative strategy, we were careful not to create hype around the brand, which could have alienated it from its core TG. Instead, we wanted to position the outlet as an affordable luxury brand."
"We even planned the media very strategically, considering the launch of a global leader in one location in India," adds Johnny.
The retail brand is targeted primarily at young couples. The communication mix for the new campaign for Damas Exclusives will include print, outdoor, radio, below-the-line activities and in-store promotions and events. The company also plans to launch a TVC in the near future.
For the record, the parent company, Damas Jewellery, started its operations in the UAE in 1907. Recently, it tied up with Mumbai-based Gitanjali Jewels to market its jewellery brand, D'Damas, in India. The company already has 224 retail outlets worldwide.
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