Ambience Mall hands over its creative and media mandate to Brand Curry

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | September 06, 2011
The development is a result of a multi-agency pitch which was initiated in July.

Ambience Mall has roped in Brand Curry to handle its creative and media mandate. The development is a result of a multi-agency pitch which was initiated in July. Ignite Mudra, Draftfcb Ulka, Purple Focus and Myoho Creative were the other agencies which participated in the pitch.

The account size is estimated to be around Rs 6-7 crore.

Talking to afaqs!, Subrata Chakraborty, managing director, Brand Curry, says, "Yes, we have won the advertising duties of Ambience Mall. Until now, it has not indulged in any regular advertising, to reach out to its target audience. It needs to now position itself as a distinct entity in the market."

Talking about the brief, Chakraborty adds, "Ambience Mall wanted a creative interpretation of its baseline, 'Space for million smiles', and wanted to come out with campaign ideas along these lines. Moreover, we were also asked to come out with business building marketing ideas."

Vijay Aima, vice-president, operations, Ambience Mall, says, "We chose Brand Curry because its plans, vision and strategy comes closest to our thought process. It understood the retail environment well which will be helpful to us. And, its creative depiction of ideas was of a high calibre."

Talking about the strategies that lead to the win, Chakraborty explains, "Right now, Ambience Mall is present in Vasant Kunj in Delhi, and Gurgaon. It is to be noted that both the malls have a different set of brands. Our strategy attempted to affect a paradigm shift in the mall consumption habits of people, a shift that will position Ambience Mall in a differentiated and relevant space. I think our creative expressions stood out in the pitch."

Interestingly, this is the first time that Ambience Mall has appointed a creative and a media partner. Earlier, its advertising duties were being handled by various agencies on project basis as per requirements.

Ambience Mall, which is owned by the Ambience Group, intends to start some aggressive, integrated brand building and positioning exercises to gain prominence through various communication processes such as print, radio jingles, digital, as well as some rigorous below the line (BTL) activities, in order to increase consumer interaction and connection.

The Ambience Group also has projects in the residential, commercial and special economic zone (SEZ) space.

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