Oriental Cuisines appoints LMG as its media AOR

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | January 02, 2009
The Chennai based bakery and restaurant chain has big expansion plans

Lintas & #BANNER1 & # Media Group Chennai has been assigned the creative duties for Oriental Cuisines. Oriental Cuisines is a bakery and restaurant chain that has been around for nearly two decades. Based mainly in Chennai, recently, it embarked on an expansion plan and opened outlets in Kolkata, Bengaluru, Pune and Delhi for some of its brands.

The media spends are pegged to be close to Rs 2-3 crore. JWT Chennai handles the creative duties and will continue to do so.

Vishwadeep Kuila, chief executive officer, Oriental Cuisines, has worked earlier with Initiative, a Lintas Media Group agency during his 12-year stint with GM Pens. Initiative was GM Pens' media agency.

"Due to my past association, it was easy for me to call Lintas Media Group aboard," says Kuila. With the expansion on in full swing, it was necessary to have a media agency which had the necessary experience to meet the demands of the restaurant chain.

"The primary media vehicle that will be employed is print. Television is planned for a later phase," GV Vijayakumar, associate vice-president, Lintas Media Group, tells afaqs! Oriental Cuisine has carried out many below-the-line activities such as activations, festivals and promotions in Chennai and these will be replicated in the other cities also.

The initial plan is to open outlets in Tier I cities for the first year of expansion (through 2009). In 2010, the expansion will move to include Tier II cities as well.

Oriental Cuisine owns brands such as French Loaf, a bakery outlet, and restaurants such as Benjarong, Zara and Ente Keralam. The major food courts in Chennai are run by Oriental Cuisines. The company also has a stake in Copper Chimney.