After a selection process involving 12 top agencies, from which three agencies were short listed for the final round of consideration, iContract was selected for their creative strategy and execution plan to build the brand in the digital space.
We had reported earlier that ITC's lifestyle retailing business division -- best known for its sub-brands Wills Lifestyle and John Players - was looking for a full service digital agency. The pitch was underway in Manesar in January 2014.
The selected agency was supposed handle the digital marketing and social media portfolio for Wills Lifestyle and John Players. The agency, it was said, will also manage the launch of the company's e-commerce platform. However, iContract will for now handle Wills Lifestyle only and will oversee its e-commerce launch.
Speaking on the selection process, Karan Kumar, general manager, Lifestyle Retailing Business Division, ITC, says, "The marketing paradigm has changed with the dawn of digital age. Consumer engagement and consumer dialogue has taken the forefront to drive brand salience. With online shopping going LIVE it was inevitable for us to mandate an agency with the brand's digital duties. With iContract on board we look forward to strengthen brand presence online including social media platforms."
In January 2012, Wills Lifestyle launched 'The Debut' campaign executed by Sirez Infosystems, on Facebook. The idea was to expand the reach of 'The Debut', an all-India design competition through the brand's Facebook fans. A special 'wild card' entry was given to the regional participants, exclusively through Facebook.
The brand's agency had created a Facebook application that required people to upload their designs and creations in a sketch or image format.
The Wills Lifestyle Facebook page has more than eight lakh fans so far, whereas on Twitter, it has 4,608 followers. Both the brands have been advertising mostly through newspapers, magazines and outdoor; this is the first time the brand is thinking of using the digital medium extensively.