branch of RK SWAMY BBDO has bagged the advertising duties for the Nola chain of restaurants that are to be launched in the City of Joy very soon.
This chain of restaurants is part of Kantian Food and Hospitality India promoted by Partho Roy Burman, who is also a partner in eastern India's popular shoe brand, Khadim's Shoes.
In fact, the relationship between RK SWAMY BBDO and the group dates back to the early 1990s, when the agency handled the Khadim's business. It is learnt that the business was awarded to RK SWAMY on the basis of its past credentials, and no formal pitch was called.
The Nola restaurants are being termed 'Fastaurants' because they are based on the basic idea of serving pre-prepared food quickly and efficiently. The restaurants will ensure that the food served at every outlet is constant and unvarying. For the purpose, Nola will have a centrally based kitchen, which will distribute food to all its outlets in refrigerated vans under hygienic conditions measuring up to international standards.
The Nola chain plans to have 15 restaurants all over Kolkata in the next couple of years. These restaurants will offer a variety of cuisine, with each restaurant specialising in one. Accordingly, they will also bear different names along the lines of Nola Baluchi, Nola World, Nola Indo-Sino, Nola Desi, Nola Club and Nola Far East. So, Nola World will serve Mexican, European, Mediterranean and Asian cuisine, while Nola Indo-Sino will serve Indian and Chinese dishes.
The chain plans to start with four takeaway outlets, branded Nola On The Run. The takeaway outlets will also offer sitting space to customers.
The first print campaign will break on May 1, 2007. Apart from print, the company will use other media platforms such as outdoor, direct mailers, event promotions and radio. TV commercials are not part of the media mix currently, but may be considered once the brand has established itself. The approximate advertising spend for the business is Rs 2.5-3 crore.
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