Quadrant, Mumbai, has
been assigned the creative and media duties for Tribhovandas Bhimji Zaveri (TBZ) Nirmal Zaveri Group. The group comprises three sub-brands: the exclusive jewellery and luxury goods chain, TBZ Nirmal Zaveri; the lifestyle designer jewellery chain, Trendsmith India, and the silverware brand, Shaze, all of which will now be handled by Quadrant. The incumbent agency was Flagship.
Industry insiders estimate the size of the business to be around Rs 3-5 crore. This is the second retail brand that Quadrant has won; the agency also handles Spar and Foodlands Fresh, both from the Radhakrishna Foodlands Group.
Rajan Narayan, general manager, Quadrant, remarks, "It is our experience in the retail space which helped us win this business. Retail advertising and marketing are very different from other categories. Our strategy will have a dual focus: On one hand, we will build the brand, and on the other, we will make sure that our communication is exciting enough to drive footfalls into the stores and convert those footfalls into sales."
The TBZ Nirmal Zaveri Group is currently present in Mumbai, Delhi, Kolkata and Bangalore. The media mix for the campaign will include press, outdoor, radio, DM and customer relationship management, events and PR.
In fact, Quadrant's thrust from now on will be to provide media neutral solutions to its clients which will generate into sales. "And the retail arena is a good way to bring more focus to our offering," adds Narayan.
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