afaqs!

BMB India wins over Nature's Basket

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | March 18, 2011
There was a multi-agency pitch for the gourmet retail chain from Godrej.

BMB India, a 50:50 joint venture between Trevor Beattie's BMB and Madison World, has won the creative mandate for Nature's Basket, the gourmet retailer from Godrej.

There was a multi-agency pitch for the account, which was initiated in February.

Talking to afaqs!, Prabha Prabhu, chief executive officer, BMB India, says, "Though the size of the account is not huge, this is a prestigious win because Nature's Basket is from the Godrej stable, which is a big brand to work with. This is the first pitch that our executive creative director Pat Burns has worked on."

The win comes quick on the heels of five recent account wins - The Leela Kempinski Gurgaon, Della Adventure, Adventure Park in Lonavala, She Comfort sanitary napkins, Aakriti Realty, and the new channels launched by Sri Adhikari Brothers - Dhabangg, Dhamaal and Dhamakaa.

Talking about the strategies that helped BMB India to win the account, Prabhu says, "I think we were bang on their objective, which is the most important thing in the retail business. Besides, I feel we had a strong creative team."

The agency plans to start off with the awareness campaign for Godrej's Nature's Basket, which had started with just one store in Mumbai. They now have 13 stores in Mumbai, Delhi and Pune.

"The Delhi and Pune markets are relatively new. Hence, we need to make the brand a known one in these cities. We want the consumers to know that Nature's Basket gourmet retail chain of stores happens to be an authentic world food destination," says Prabhu.

For the record, BMB India is the advertising unit of Madison World, a communication group with 22 units, across the nine specialised functions of advertising, media, public relations, out-of-home, rural, retail, entertainment, mobile, events and sports, employing over 900 communication professionals across cities in India, Sri Lanka and Thailand.

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