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Bombay Dyeing assigns media mandate to Zenith

By afaqs! news bureau , afaqs!, New Delhi | In Media Planning & Buying | October 17, 2016
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The agency has bagged the brand's full range of media duties, including digital and social.

Zenith, the media agency from the Publicis Media stable has bagged the full range of media duties, including digital and social, for the home furnishings brand Bombay Dyeing.

Tanmay Mohanty

Commenting on the win, Tanmay Mohanty, group chief executive officer (CEO), Zenith, says, "Bombay Dyeing needs no introduction. It is over a century old brand, and one that has stood the test of time and successfully maintained the lead. It has experimented and innovated, and stayed ahead of the curve. It is a great opportunity for us to put forward our strategic thinking, integrated solutions, and drive on RoI for Bombay Dyeing's investments. India's retail industry is poised for significant growth and consumer sentiment is buoyant, hence, it is an opportune time to partner it."

Michael Nadar, head of marketing at Bombay Dyeing, adds, "We were looking for an agency which scores on both ambition and agility, an agency that gives quick turnaround and can pre-empt the changes ahead. Zenith understands the pulse of Indian consumers. Its passion for the job, innovative thinking, and strong play in consumer insights, digital, technology, content, and analytics makes it the right partner for us, and we look forward to a long and fulfilling partnership."

Bombay Dyeing is part of the Wadia Group of companies, established in 1879. Since its inception, the company has grown from being a textile manufacturer to a retail brand which offers bed and bath linen and other home furnishings products. As per company claims, the products are available across its over 230 exclusive Bombay Dyeing retail stores and over 4,000 multi-brand stores.

Zenith, a global media services network is a part of the Publicis Groupe whose key clients include Nestle, Micromax, LVMH Group, Toyota, Jabong, H&M, Truecaller, and Fitbit. Through Performics and Resultrix, it also handles the digital duties for brands such as Airtel, ICICI Bank, Star India, Standard Chartered Bank, Birla Sun Life Insurance, Tata AIG General Insurance, and Air Vistara.

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