Brand Curry bags Spice Telecom's mobile phone retail venture

Bagging this business marks Brand Curry's tryst with the retail space

Following a multi-agency pitch, Brand Curry has acquired the advertising duties for Hot Spot, the mobile retail shops of Spice Telecom. The size of the business is estimated to be Rs 3 crore. Noshe Oceanic was the incumbent on the advertising duties for the business.

The client brief required the agencies to develop a positioning strategy for the retail outlet brand and explore a variety of creative possibilities.

Ashish Sood, senior vice-president, creative, Brand Curry, says, "The branding in retail is looked at through stereotypes – promos and offers. We adopted a different concept, wherein connect was established between the consumer and the retail shop."

Brand Curry will be advising the company on above-the-line as well as below-the-line activities and are planning a 360-degree communication effort. This marks the entry of the agency into the retail segment.

Hot Spot is a chain of multi-brand outlets that stocks all Spice mobile phones and PDAs, and also sells content-rich applications in music, gaming, imaging and downloads. These outlets are targeted at young, techno-savvy, fun loving and style conscious customers.

There are approximately 60 Hot Spot outlets across Mumbai, Delhi, Punjab and Varanasi. The chain is in expansion mode and will set foot in Bangalore and other cities soon. Spice Telecom is a 100 per cent subsidiary of M-Corp Global, the holding company of the BK Modi Group.

Have news to share? Write to us atnewsteam@afaqs.com