afaqs!

Phoenix Market City looks for creative agency in Bengaluru

By Shibani Gharat , afaqs!, Mumbai | In Advertising | January 05, 2012
In September 2011, Ignite Mudra was awarded the Mumbai mandate for Phoenix Market City.

After handing over the Mumbai business to Ignite Mudra, Phoenix Market City is now looking for a creative agency in Bengaluru. Several top agencies from the region have pitched for the business. The media mix will include radio, print, outdoor, and a lot of on-ground activities.

Phoenix

Sources from the industry have confirmed the news to afaqs!. However, the size of the business could not be ascertained at the time of filing this report.

In August 2011, afaqs! had reported about Ignite Mudra bagging the Mumbai creative mandate for Phoenix Market City. As per market estimates, the size of the account then was more than Rs 10 crore.

The Phoenix Market City brand is jointly promoted by three key investors -- The Phoenix Mills, HBS Realtors and Horizon Venture Capital Fund.

Besides Mumbai and Bengaluru, the brand has launched malls in Pune, Chennai and Kolkata.

The company usually divides the creative mandate for Phoenix Market City region wise. However, early last year, Webchutney was awarded the digital duties for the brand across the country.

In Bengaluru, the development is located in the commercial area of Whitefield, and is spread over an area of about 2.81 million square feet.

The Phoenix Mills develops malls, entertainment complexes, commercial spaces and hospitality units. The company is led by Atul Ruia, managing director. To intensify and expand its presence in the retail sector, it has invested in Entertainment World Developers and Big Apple, two firms that are equally focussed on developing retail and hospitality propositions across Tier II and Tier III cities.

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