Ogilvy's RedWorks wins creative duties for Chennai's Ampa Skywalk

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | January 12, 2011
RedWorks was launched in India early last year and currently has project management and creative capabilities in Bengaluru and Chennai.

Ogilvy's RedWorks was recently awarded the creative duties for Chennai's famous mall, Ampa Skywalk.

RedWorks is Ogilvy's global BTL (below the line) creative and adaptation division. The agency was launched in India early last year and currently has project management and creative capabilities in Bengaluru and Chennai.

Given the nature of the account, the upcoming campaign will focus heavily on activation related communication, with mass media advertising channels being given lesser importance.

The development is the result of a multi-agency pitch which also involved Law and Kenneth (Chennai branch) and Interface Communications. Sources claim that towards the end, it was down to a tough call between RedWorks and Law and Kenneth.

There is no incumbent as such on the account. However, Lowe Lintas was involved with the mall's launch campaign about a year ago. The association was limited to that specific campaign and this is the first time that Ampa Skywalk has brought on board a creative AOR (agency on record) for the long term.

The mall houses many brands such as Rado, Body Shop, Bossini, Levis, Westside and Landmark, and is now looking to lend a more formal structure to its advertising and marketing activities.

Vipin Venugopal, head, marketing, Ampa Skywalk, tells afaqs! that the advertising spends have consciously been increased by 30-40 per cent. "We called for a creative pitch because focus is on strengthening our communication - be it print or BTL - and giving our marketing efforts a proper format," he informs.

The authorities were on the lookout for an agency that would deliver efficient creative solutions. The emphasis now is on efficiently reaching the customer.

N Ramamoorthi, president, Ogilvy Chennai and national head, RedWorks says that RedWorks specialises in finding efficiencies in cost without sacrificing creative quality for clients who have a high volume of day to day creative development and adaptation requirements.

"The idea is for RedWorks to focus on needs such as internal communication, BTL creatives and sales communication aids," he says. He adds that the agency steps in with solutions when the volumes are high and the budgets may not always be the same as those for, say, brand launches.

For the record, RedWorks already handles clients and projects including Robert Bosch Engineering, Bengaluru.

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