Worldwide, Kolkata, has bagged the creative duties for Chandrani Pearls, a retail chain with over 41 showrooms in India.
The advertising duties for Chandrani Pearls were being handled earlier by Mega-Mind, a local advertising agency based in Kolkata.
The pitch, held in February 2006, had Rediffusion DY&R, Mudra Communications, JWT and Magnum in the fray as also one more agency, the name of which could not be ascertained. The size of the business is estimated to be Rs 2-3 crore.
Chandrani Pearls has a very high brand recall in Kolkata and is one of the first names in India to offer branded pearls as a jewellery item.
Speaking on the reason for switching agencies, Kuldeep Nair, business partner, Chandrani Pearls, says, "We are currently planning to expand and diversify our business both nationally and internationally. Therefore, there was a need for an agency with nationwide operations to reach out to consumers at the national level."
Commenting on the win, Mona Puri, branch head, Grey Worldwide, Kolkata, says, "We provided the client with integrated brand ideas which would help them accelerate the overall brand performance. It was a complete 360-degree approach and was very much along the lines the client wanted."
The media mix for Chandrani Pearls will initially focus on promotional events, print, outdoor advertising and below-the-line-activities.
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