Mediaedge:cia ushers in D'decor in the new year

By Neha Kalra , afaqs!, New Delhi | In Media Planning & Buying | January 06, 2010
The agency won the business following a multi agency pitch. The account size is estimated to be in the region of Rs 10-12 crore

Mediaedge:cia (MEC) has something to cheer about while stepping into the new year. It has won the media duties for D'decor (erstwhile Dicitex Décor) following a multi agency pitch. The contract came into effect from January 1.

D'decor is one of the largest manufacturers of home fabrics, including curtains and upholstery. The Indian company exports fabrics to 65 countries worldwide. With the brand increasing focus on India, the fabrics will made be available across various multi brand retail outlets in the country.

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Manjiri Kamat, general manager, Mumbai and Bengaluru, MEC believes that the year couldn't have taken off on a better note. "It's a great piece of news to start 2010 with and we hope this is the harbinger of more wins through the year! We're obviously delighted to have emerged victorious after such a thorough process and with the opportunity to work with an international brand like D'decor."

The pitch process for the media duties, which comprised of two rounds, began in September 2009. In the first round of presentations, the participating agencies were asked to chalk out a year-long campaign. The shortlisted agencies went for the second round, with presentations made to the senior management of the company.

Apart from MEC, the other agencies that took part in the pitch were Starcom, Zenith Optimedia and Mediacom. The brand also appointed Leo Burnett as its creative agency about six months ago.

The brand has traditionally sold overseas and extremely successfully too, says, Nikita Desai, lead - business excellence, D'decor. "We aim to recreate the success story here and have been ramping up over the past year to meet the expectations of the domestic market.".

D'decor has been created keeping Indian sensibilities in focus, the communication for which will begin with the next financial year, confirms Desai.

The home furnishings market is essentially an unorganised one, with organised retail still seeing a gradual evolution. Manufacturing of home furnishings is an even more unorganised sector - with D'decor being the only organised player in the segment. A few years ago, Reliance launched its home furnishings brand, Harmony, which seems to be off the shelves now.

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