Retail, which owns the low-cost retail chain, Vishal Megamart, has moved its advertising duties from Portrait to Mumbai based Ashutosh Legend Multimedia. Ashutosh Legend Multimedia will handle the creative duties as also the media planning and buying for the print media. The media planning and buying for television will be handled in-house by the company.
Vishal Retail plans to spend around Rs 5 crore on advertising. There was no formal pitch called for the business. It was awarded to Ashutosh Legend Multimedia after a presentation by the agency.
According to Rahul Patney, assistant manager, marketing, Vishal Retail, the company plans to open 15-20 more retail stores across A-tier cities in India by March 2007.
The company, which, till date, has been using the print media mainly, now plans to use more outdoor and television. "Our mission is to build Vishal Megamart as a brand and not just increase footfalls in our retail stores," he says.
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