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Publicis Ambience corners Bengaluru's Mantri Square Mall

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 21, 2011
The agency won the duties through a multi-agency pitch. The business will be handled from the agency's Bengaluru office. The size of the account is estimated at Rs 3-4 crore.

Publicis Ambience's Bengaluru branch has won the creative duties of Mantri Square mall. The agency won the business through a multi-agency pitch. The size of the account is in the range of Rs 3-4 crore.

Jermina Menon, head, mall marketing, Mantri Square Mall, says in an official communiqué, "What made us decide on Publicis was that it really took a lot of effort in understanding the nuances of the mall business. Being a new and nascent industry, mall marketing is seen as retail marketing -- which it isn't! Not only did it understand the issues we grapple with, but it also had some very important insights on shoppers. Translating these into marketable ideas was thus easy."

Mantri Square Mall is one of the city's largest malls, with more than 250 retail outlets and footfalls of more than 16 million people a year. In its brief to the creative agency, the company said it was looking for an integrated agency that had an ethos of innovative thinking and capabilities that go beyond that of a traditional agency.

Kaustav Das, executive vice-president, South, Publicis Ambience, says, "Retail marketing is different from traditional brand building. With our integrated and innovative team structure, we are uniquely positioned to partner Mantri Square Mall in developing contagious ideas that change conversations in the mall category."

The Bengaluru branch of Publicis Ambience also handles V-Guard and the car project Gold Plus from Tata.

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