Mudra South bags Pantaloon Group’s Home Solutions

Mudra South has bagged the creative duties for Home Solutions, which is a subsidiary of the Pantaloon Group. The media duties will be looked after by Carat. The size of the entire business, including media duties and creative, is pegged in the region of Rs 18-20 crore.

Confirming this development to agencyfaqs!, Raghu Pillai, MD and CEO, Home Solutions, says, “Mudra is our empanelled agency for all the brand communications for Pantaloon. They understand the consumer culture with great clarity. So, when we conceived of the idea of launching Home Solutions, we decided to award it to Mudra.”

Talking about Home Solutions, Pillai says, “It is a subsidiary of the Pantaloon Group. It is just four months old and aims at providing one-stop solutions for all matters of home building. The company has four formats, including the mother brand, ‘Home Town’, consumer durable electronics, ‘Ezone’, furniture, ‘Collection I’, and furnishings, ‘Mela’. ‘Home Town’ includes everything from tiles to fixtures to designer services.”

The media mix for the campaign will include print and out of home solutions.

Jagdish Acharya, executive creative director, Mudra, Bangalore, says, “Retailing is a new category that is booming in India, especially in the segment of specialised retailers. So, this campaign ought to be path-breaking because people are not used to buying branded furniture and furnishings. Our objective is to bring in this transformation amongst consumers of moving from locally produced goods to branded products of international quality.”

Headquartered in Bangalore, the various divisions of Home Solutions will be launched in various parts of India in phases. From February to June, the company aims to open six ‘Ezone’ stores, four ‘Collection I’ stores and four ‘Mela’ stores. The mother brand ‘Home Town’ will be launched first in Noida, then in Pune, Gurgaon and Thane.

© 2006 agencyfaqs!