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Saatchi & Saatchi bags Madura Garments' lifestyle retail business
Apart from winning the creative duties for The Collective, the super premium lifestyle retail offering by Madura Garments, the agency has also won the business for Karnataka-based real estate company, Value Designbuild
It's a dual win for the Bengaluru branch of Saatchi & Saatchi. The agency has won the creative businesses for The Collective – the lifestyle retail offering in the super-premium space under the Madura Garments banner, and Value Designbuild, a design build and property development company.
Saatchi & Saatchi won the creative duties for The Collective in a multi-agency pitch, against five other agencies.
The apparel collection includes brands such as Armani Collezioni, Adriano Goldschmeid, Duchamp, Fred Perry, Hackett, Hugo Boss, Kenneth Cole, Ted Baker, True Religion and Versace Collection.
The exclusive lifestyle services at the retail store include a premium café, a unisex salon -- Jean-Claude Biguine's French Salon and Spa, and product care and specialized dry cleaning services.
Talking about advertising for a luxury brand such as The Collective, Shobana Nandkumar, head – marketing for The Collective says that catering to a niche segment means keeping marketing initiatives focussed.
Nandkumar highlights direct marketing, below-the-line activities and events as the prominent media to communicate about the brand.
The Collective is currently present only in Bengaluru, but plans to enter Mumbai in October this year; and New Delhi by April-May 2010.
About Value Designbuild as a brand, Koshy Varghese, managing director at the company, has always had a positive and honest approach in communication -- dry humour, probably slightly cynical.
In terms of the media, print advertising comprises almost 50 per cent of the brand's spends -- 40 per cent in newspapers and 10 per cent in magazines. Value Designbuild is active on radio as well -- it accounts for about 25 per cent of the spends. Out-of-home takes up about 20 per cent, while online advertising is about five per cent.
Value Designbuild has offices in Mysore, Coorg and Bengaluru, and has properties within Karnataka. The next destination for the company is Kerala, where it plans to be "hopefully, by the end of the year," reveals Varghese.