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MAA Bozell bags the advertising duties for ADAG’s Javagreen
The pitch for the business took place in early October 2006. Grey Worldwide was the incumbent agency
MAA Bozell, Chennai, has won the advertising duties for Javagreen, the Reliance ADA Group’s premier lifestyle coffee shop. The pitch for the business took place in early October 2006. Grey Worldwide was the incumbent agency.
Thus far, Javagreen was found exclusively in Reliance Webworld, the group’s chain of broadband centres. The brand has now spread to 12 cities with a mix of ‘store in store’ formats as well as independent outlets. The reason for this expansion may be attributed to the retail boom in the segment, with several international players such as Starbucks Coffee in the process of entering the Indian market.
| Antony Rajkumar |
“As we already have first-hand experience of retail, consumer triggers and barriers in the retail industry, we were able to provide a holistic approach to the brand by showcasing our knowledge of the retail and lifestyle market,’ he explains. MAA Bozell’s mission for the brand will be to engage consumer interest and provide consumers with an experience that will bring them back to the coffee shop again and again.
The media mix for the Javagreen business is at a very early stage of its development and still has to be worked out suitably.
Some of the other lifestyle brands handled by MAA Bozell in Chennai include CavinKare’s high-end salon chain Limelite and Green Trends.
© 2006 agencyfaqs!