afaqs!

Bharti Retail appoints Lowe Lintas for Easy Day

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | May 10, 2012
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JWT and Draftfcb Ulka were in the fray for the business.

Lowe Lintas & Partners has won the creative duties for Bharti Retail's Easy Day. The agency won the business following a multi-agency pitch which was held in New Delhi. The other agencies in the fray were JWT and Draftfcb Ulka.

The size of the business is said to be in the range of Rs 10-15 crore.

Lowe Lintas & Partners Bharti Retail

A reliable source in the company has confirmed the news to afaqs! on grounds of anonymity.

The retail chain had initiated the pitch process in December, 2011. The incumbent on the business was JWT.

Bharti Enterprises and global retail chain Walmart formed a joint venture in 2008 to launch their first store in Ludhiana under the brand name, Easy Day. In its first phase of operations, Bharti Retail has opened 59 Easy Day stores in the states of Haryana, Rajasthan, Uttar Pradesh and New Delhi.

It has also launched three compact hyper stores under the brand name Easy Day Market in Punjab. The company claims to have designed the stores as one-stop shops to cater to every family's day-to-day needs.

Furthermore, it has launched a training programme through the introduction of Bharti Academy of Retail in its effort to train its workforce.

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