Brand Curry & #BANNER1 & # has won the creative duties for Corner Book Store. The size of the business is upwards of Rs 1.5 crore. The media duties will be handled by the company itself.
Confirming this development to agencyfaqs!, Aalok Wadhwa, chairman and managing director, Corner Book Store, says, "We are a two-year-old company. However, now that the company is working on growth plans, and open up around 100 stores in a year, we decided to hire the services of a full fledged agency."
Clarifying the reasons behind selecting Brand Curry among others, Wadhwa, says, "In retail, brand building is different proposition. It's all about creating a sizzle in the retail space. Brand Curry understood our requirements perfectly and that's why the account was awarded to them."
The media mix for the campaigns would include print, in-shop activities, customer contact programme and direct marketing.
Saboo Paul, chief creative officer, Brand Curry, says, "Reading as a habit is growing and more so because of the availability of international best sellers. Corner Book Store is a very informal book store and our challenge is to create a successful brand out of it."
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