chain for ready to wear garments, The Loot, is on an expansion spree. It plans to launch eight new stores in Bengaluru, Aurangabad, Vadodara, Ahmedabad, Bhubaneswar, Mysore, Chandigarh and Raipur. At present, it has 16 stores across India.
To support the communication need for this expansion, the retail player needed an advertising agency with a larger network and infrastructure, which is why it has awarded its creative to a Mumbai based agency, Makani Creatives. The business was earlier handled by another Mumbai agency, The Tree. The media duties will be handled in-house by the company.
According to Snigddha Kar, marketing head, The Loot, the agency will now have to work towards positioning The Loot as a value retail store for the masses, offering high value brands to customers at reasonable rates. The discounts will range from 25 to 60 per cent on brands such as Adidas, Nike, Reebok, Red Tape, Lee Cooper, Pepe Jeans, Levi's, Benetton, Spykar, Wrangler, Lee, Provogue, Arrow and Sfjeans. Bollywood actor Gulshan Grover will promote the brand and act as the bad man against the high value brands, stealing attractive deals for the eventual customer.
Sameer Makani, director, Makani Creative, says, "We offered the client a comprehensive retail strategy that complemented its expansion plans. Later on, we worked out a suitable creative idea that included roping in Gulshan Grover as the brand ambassador."
The media mix will include print and outdoor advertising mostly. The campaign is slated for release by the end of January.
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