Fortune on a winning spree, adds two more

Fortune Communications seems to be building a legacy of its own. After bagging the creative duties for the Alcon Victor Group, the agency has two more businesses coming its way. These are ‘Mumbai Mirror’ and Hotbrands International

Fortune Communications, Mumbai, JWT’s second agency, is on an account winning spree. After winning the creative duties for the Alcon Victor Group recently, the agency has added two more new businesses to its kitty.

These are ‘Mumbai Mirror’, which has moved from Bates David Enterprise, and a Dubai based food retail brand, Hotbrands International.

While ‘Mumbai Mirror’ was an expected move, as Fortune already handles the mother brand, ‘The Times of India’, the Dubai based retail brand contacted the agency.

Fortune on a winning spree, adds two more
Suranjan Das, managing partner, Fortune, says, “We were already handling the creative duties for the flagship brand, ‘The Times of India’, in Mumbai. Impressed with our earlier work, they shifted the account to Fortune.”

The ‘Mumbai Mirror’ brand was handled by David, but the agency lost its identity after being merged with Bates Enterprise, and so it is assumed that the media brand was no longer interested in keeping its business there.

Meanwhile, on the Hotbrands account, Das says, “It was all about chemistry. The company simply looked at our credentials and entrusted us with the duties.”

Hotbrands has plans to introduce CDRs (casual dining restaurants) in India. It specialises in food court multi-ethnic QSRs (quick service restaurants) and owns brands such as Shamiana, Santino’s and Magic Wok, operating at malls and multiplexes. Currently, Hotbrands has a presence in some Mumbai malls, but now it plans a massive expansion by extending its services to other metros.”

The advertising budget for Hotbrands has not been finalised yet. Initially, the company plans to use direct marketing tools instead of mass media.

© 2007 agencyfaqs!

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