Devina Joshi
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Pantaloon’s Fashion Station moves from Mudra to Marching Ants

The size of the business is around Rs 2 crore. The media duties continue to be with Carat

Pantaloon Retail India has moved the creative duties for its one-year-old fashion apparel store, Fashion Station. The business, which was being handled by Mudra so far, has moved to Marching Ants, Mumbai. The size of the business is estimated to be around Rs 2 crore. The media duties continue to lie with Carat, which is the AOR for all Pantaloon Retail India brands.

Pawan Sarda, brand manager, Fashion Station, comments on shifting the business from Mudra to Marching Ants. He says, “Mudra was handling both Fashion Station and Big Bazaar, as a result of which, unfortunately, the two brands were beginning to look identical. We wanted a separate identity for Fashion Station, but Mudra’s work for Big Bazaar was rubbing off on Fashion Station. So, we decided to approach Marching Ants.”

In fact, Marching Ants used to handle the mother brand, Pantaloon, three years ago, after which the account moved to Percept H. “Since the Pantaloons group has worked with Marching Ants in the past, we were quite confident about its capabilities. The agency understands our brand well and we know the kind of work it can do for us, Sarda adds.

Shirish Handa, general manager, Marching Ants, says that the agency will position Fashion Station as an affordable style outlet, which will appeal to college-goers and people on their first jobs, who are seeking for a value for money, yet classy purchase. “We plan to create an image for the store as one that stocks brands on international class which are yet affordable,” he says.

For the record, Fashion Station is present at three locations presently i.e., Nirmal Lifestyle Mall at Mulund, Mumbai, Shipra Mall at Ghaziabad and at Rohini, Delhi. It plans to expand to Kolkata and Ahmedabad by the end of April, 2006. Fashion Station is a concept-based store, with the entire store in the form on a railway station. Its salesmen are dressed as railway masters, and each section resembles a railway platform.

© 2006 agencyfaqs!

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