AMO bags the advertising duties for ME Furniture & Beyond

The creative duties for ME Furniture & Beyond have moved to AMO Communications. The incumbent agency was By Design and the size of the business is approximately Rs 1 crore.

Jitendra Khokle, chief operating officer, AMO, says, “ME Furniture is a retail-based business. The needs of retail are very different from that of a conventional brand. As retail lives from day to day, we specifically devised initiatives based on the visual identity and visual appeal of the brand, which would get an instant response from the target audience.”

Mustafa Eisa, interior designer and managing director, ME Furniture & Beyond, says, “We already had ties with the Percept Group. Their understanding of our business was thorough as far as retail was concerned, and they were very professional about their work and approach.”

The media duties for the business will be handled by Carat and the media mix will consist mainly of print, outdoor, below-the-line activities and brand-building exercises.

For the record, ME Furniture & Beyond is the three-year-old furniture store from the Yash Birla Group. Apart from furniture products, the company will also be venturing soon into decorative home accessories and art pieces.

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