Lowe, Bangalore, has
emerged the winner in a multi-agency pitch that included India's top six agencies.
The agency has bagged the creative duties for Max Retail, a division of Lifestyle International. The account is pegged to be worth Rs 6-7 crore.
The media duties are still under review and a decision will be taken on them by next week. The agencies in the fray for the media duties are Mindshare, Initiative and Optimum Media Solutions (OMS). However, MindShare is the AOR for the group's other retail chain, Lifestyle International.
Vinesh Singh, V-P, operations and marketing, Max Retail, says, "We decided to go with Lowe purely on the strength of the creative campaign it presented."
He adds, "In terms of communication, we will promote Max Retail as a retail chain that offers contemporary fashion for the entire family at an affordable price. Lowe's presentation captured all these elements and came closest to what we wanted."
A spokesperson for Lowe, Bangalore, says, "Based on a rigorous on-ground study that we did on value fashion or accessible fashion retailing, we developed a strategy that was put across in the presentation. Our job was to provide a relevant, yet unexplored, filter through which this concept would come live. What we presented had an elaborate mix of above the line and below the line vehicles/units, which ensured that a single message went out in the most attractive manner."
He adds, "Besides that, our past experience in handling retail was also helpful in drawing insights on consumer preference and a big factor in our winning the business."
Lowe, Bangalore, also handles Tanishq's retail outlets and it has handled the Tesco stores in the past.
As for the media mix for this new business, there will be equal focus on mass media and on-ground activities. In the initial phase, it will include press and outdoor and have a strong focus on on-ground activities.
Beginning March this year, Max Retail, a value fashion store, will be launched across India in cities such as Bangalore, Indore, Lucknow and Hyderabad. Lifestyle International belongs to the Dubai based Landmark Group.
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