The K Raheja Corp Group, one of the leading names in the real estate business and promoters of Shoppers' Stop and Crossword, have appointed Alok Nanda Company (ANC) for its hypermarket venture. & #BANNER1 & # The new food and value retail chain will be in place in 2005.
The account was won in a multi-agency pitch. The names of the agencies in the fray, however, could not ascertained.
During the discussion on the agency's presentation to the client, an interesting aspect of ANC came to light: The agency does not participate in pitches. In fact, even in K Raheja's case, ANC had come to know about the pitch from the client, only after it was awarded the business.
While the size of the business could not be ascertained, an agency executive said that "since it is a new venture, one really does know what the billings would be." Talking about what swung the decision in ANC's favour, Alok Nanda, managing director and chief creative officer, ANC, says, "I believe it was our focus and understanding on the retail industry that worked to our advantage. And, this understanding on the retail sector helps us provide communication solutions that go beyond just advertising..."
The scope of work for K Raheja Group will encompass all aspects of brand communication and brand building for its new hypermarket venture. The hypermarkets would be erected on 50,000 square feet area. In fact, it is going to be a large chain.
However, details on the hypermarket venture were hard to gather. Alok Nanda reassured, much information would not be available since the project was still in its nascent stages. What's known was that the group would maintain a distinct brand positioning for the hypermarket venture. This is because each of these stores would be positioned and targeted at varied consumer needs.
At the moment the agency is in the 'branding' stage. "We are still working in some names for the venture. We are still to freeze on one."
The news of this win comes close on the heels of yet another account win, Yes Bank. ANC recently picked up this account. The other brands that ANC handles include Taj Luxury and Palace properties, Marico-Kaya Skin Clinic, Wrangler, Arrow, Newport, Tommy Hilfiger, Barista and Ambuja Cement, in addition to a host of project-related work both in India and abroad.
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