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