Ankit Ajmera

Rediffusion, The Media Edge bag advertising duties for Popley Gold Plaza

The incumbent agency for Popley Gold Plaza was Quadrant and the size of the business is estimated to be Rs 4-5 crore

Rediffusion DY&R, Mumbai, has bagged the creative duties for Popley Gold Plaza. The media duties for the business will be handled by Rediffusion DY&R’s media arm, The Media Edge.

Popley Gold Plaza is among the large exporters of gold and diamond jewellery from India with retail chains in Mumbai and Dubai.

Though other agencies were reviewed, there was no formal pitch for the account. The size of the business is estimated to be Rs 4-5 crore. Till March, the creative duties were handled by Quadrant, which is believed to have resigned from the same since then. The media duties were handled in-house.

It is learnt that the Popley Gold Plaza was impressed with Rediff’s work on ‘DNA’.

Ajay Verma, vice-president, Rediffusion DY&R, remarks, “As the client is very ambitious and looking forward to rapid growth, Rediffusion, as an agency, can provide a nurturing partnership in achieving the end goal with high accuracy.”

The media mix for the business will consist of all the conventional communication media, including television, print, outdoor, radio and other promotional activities.

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