afaqs!

thought blurb wins strategic planning and creative communication mandate for Flemingo International

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | August 13, 2015
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The account was won following a multi-agency pitch.

Mumbai-based full-service design and advertising agency thought blurb has won the mandate to deliver strategic planning and creative communication services for Flemingo International's new online offerings. In the coming months, thought blurb has been assigned the task of enhancing the overall duty-free shopping experience for Flemingo International, using progressive creative intelligence for branding, developing logo identities and designing campaigns.

The account was won following a multi-agency pitch. thought blurb has been assigned the creative duties for the new line of business in the online/e-commerce domain. The media mix used will be online and out-of-home (OOH) with a focus on airports, while print will focus on in-flight magazines across the world, in addition to below-the-line (BTL) advertising.

To put it in perspective, riding on the 'Digital India' wave, the company was scouting for an Indian partner that could combine cutting-edge design thinking with strategic advice to further augment the overall value proposition of the Flemingo brand and its new upcoming service offerings, and that is where thought blurb met the expectations perfectly well.

Flemingo

Vinod Kunj

"We interacted with a number of agencies in the market, but thought blurb clearly stood out of the crowd. They have a well-designed service portfolio, ranging from strategic advice at one end, to a wide range of communication solutions on the other. This water-tight business structure makes them the most suitable partner for us," says Karan Ahuja, executive assistant (group CEO), Flemingo International.

Commenting on the business win, Vinod Kunj, managing partner, thought blurb, adds, "Flemingo was looking at solutions across design and advertising. The brief challenged us to come out with creative expressions that would completely change the buyers' perceptions of duty-free shopping. When we first interacted with the management team at Flemingo International, I was charmed and was curious to learn and understand how they can build value-creating customer experiences. Our approach was quite elementary - when the brief is unconventional, can the solutions be anything but surprising?"

Flemingo International is a Dubai-based global duty-free and travel retail operator and claims to have presence in 34 countries. It operates across different formats like duty-free shops in airports, cruise ships, borders and UN commissary shops, among others, in addition to in-flight supply as well as convenience stores, food and beverage, and luxury retail outlets. Meanwhile, thought blurb, started by advertising duo Vinod Kunj and Razia Kunj in 2007, has found its niche to become one of India's finest strategy and creative intelligence agencies. The agency has contributed in the development and project execution of leading brands such as Reliance Industries, Godrej & Boyce, Morarka Organics, Abad Group, Synthite Industries, LG Mobiles, Huawei India, MTS, Viacom 18, Union KBC, ICICI Prudential, Baskin Robbins and Kelachandra Group.

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