Mumbai has reason to close the year on a happy note. It has won three new businesses, the most recent one being the Future Group's The Great Indian Shopping Festival. Other wins are the accounts of the construction and real-estate group, HCC, and Incredible India. These wins were confirmed to afaqs! by Arijit Ray, executive vice-president and head, Mudra Mumbai.
The Great Indian Shopping Festival will be held between December 13, 2008, and January 4, 2009, across all Future Group retail outlets such as Big Bazaar, Food Bazaar, Pantaloons, Central, HomeTown, eZone Depot, LootMart, Brand Factory, Indigo Nation, Mobile One, Staples, Etam and Lee Cooper. Food and fun places such as Bowling Company, Sports Bar, Copper Chimney and F123 are also part of the festival. The shopping festival will be held in 600 stores in seven cities and most Tier II towns.
Ray says, "The campaign's communication will be based on the core thought of 'Khul Gayi Sab Ki Kismat' for each consumer stands to win a prize. Print and television are going to be used extensively to promote the campaign, which will be released nationally on December 11."
Mudra won the HCC Group account after a multi-agency pitch. The size of the business is close to Rs 20 crore. Mudra will handle the creative and media duties for all the verticals of the HCC Group, which include HCC Construction, HCC Infrastructure, HCC Real Estate (HREL) and Lavasa Corporation.
The HCC Group went in for rebranding around two years ago and worked with Dentsu Marcom till late 2007. It did not have any agency for a year after that, as they were expanding their business portfolio.
Some portion of the communication for the Lavasa project has already been released. The media mix will consist of print, television, outdoor and digital. The campaign will be seen on business and news channels and in related publications. A corporate campaign for the HCC Group may be released in the first or second quarter of 2009.