Two Indian agencies shortlisted at the Oracle World Retail Congress 2010

By Surina Sayal , afaqs!, Mumbai | In OOH News | February 16, 2010
Encyclomedia Networks and Why Axis are part of the six nominees in the In-store category at the awards

Receiving an award is one way of gratification or applause for good work done in a specific field but sometimes, even making it to the shortlist of a reputed and respected award platform is a reward in itself. That is exactly how a couple of Indian agencies feel at the moment!

Encyclomedia Networks, whose work on Australian brand Bakers Delight has found place in the six shortlisted names in the Retail Advertising Awards - In-store category at the Oracle World Retail Congress 2010, is one such agency.

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Established in 2007, the awards recognise outstanding innovation and creativity delivered by retailers across the globe.

Ian McGarrigle, congress and awards director, World Retail Congress, says, "Despite some of the toughest economic and trading conditions ever experienced, retailers have demonstrated their resilience and ability to adapt to the new market realities. It is therefore with great anticipation that we look forward to receiving entries from around the world which capture that spirit and dynamism across all of the categories.

"As we have seen since the awards were established in 2007, the entries and shortlisted finalists can help set benchmarks for retailing excellence, which may provide inspiration and direction to all retailers."

In July 2009, for Bakers Delight, the agency had created stickers to go on the food display units in stores, making them resemble ovens, thus highlighting 'oven fresh' bakery products.

Chris Caldwell, marketing director, Bakers Delight, says, "The oven decals looked so real that one of our directors thought that we had redesigned our counters so that they had (oven) doors opening outwards for our customers to serve themselves!"

This campaign was launched in Australia through the agency's Australian counterpart, Encyclomedia Networks MediaTag.

In the same category, another Indian agency from Bengaluru, Why Axis, has been shortlisted for its work on Reliance TimeOut 'Summer Carnival'. Reliance TimeOut is Reliance Retail's specialty store for books, music, stationery, toys and gifts. The Summer Carnival addressed multiple audiences through the umbrella of the carnival.

Regarding the initiative, Niranjan Natrajan, founder and creative director, Why Axis, tells afaqs!, "As Indian families shop together, there was something for kids with back to school and parents with communication on fragrances and watches, for instance. All this worked well. Walk-ins increased, loyalty spiralled and there was no looking back."

On the nomination, he adds, "Reliance TimeOut is a store that offers customers a world class experience. We are delighted that the store gets its due recognition in a very competitive World Retail Congress."

Reliance Retail has also made it to the list in the Emerging Market Retailer of the Year category.

The awards will be announced on April 22 in Berlin, Germany. "Though the winner will be announced later, I think in our minds, we have already won," says an ecstatic Mukesh Manik, man-in-charge, Encyclomedia Networks.

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