Megamart consolidates creative duties with Plan B

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | August 25, 2011
The business is said to be worth Rs 20 crore. Prior to this, Meridian, Ogilvy's sister agency, along with Plan B, were the agencies on the roster.

Plan B has won the creative duties of the value retail chain Megamart, a part of Arvind Retail. The agency has won the business sans any pitch. The size of the business is estimated at Rs 20 crore.

Confirming the development to afaqs!, Joel Almeida, head, marketing, Arvind Retail, says, "It was part of a strategic move to place the entire brand under one roof. So, we moved to Plan B. The agency has also created a new positioning, 'Megamart -- love brands, love values', which will be launched soon. We decided to move from a commercial statement to a classic one with the new positioning."

Earlier, the retail chain followed the positioning, 'Megamart -- mega brand, mega selling'.

Anirudha Mukhedkar, founder and chief executive officer, Plan B, says, "We have worked on the new position based on the idea that Megamart is no more about discounts and offers, rather it is a destination for consumers who love brands. It is a place for great fashion at good value."

Meanwhile, the retail store will continue to work with Dakshin, Ogilvy's sister agency, for Tamil Nadu, while Plan B will handle the mandate for the rest of the country. Maxus (GroupM) will remain as the media agency of record.

Set up in 1996, Megamart operates in two formats -- Megamart Stores that occupy 2,000-4,000 sq feet, and Big Megamart Stores that occupy 30,000-60,000 sq feet. According to claims by its website, the retail stores offer more than 200 of the top international and national brands. The website also claims that the store network is growing at a rapid pace, adding 5,000 sq feet every week.

Search Tags