TBWA Mumbai bags creative duties for BagZone; account size pegged at Rs 12 crore

Following a multi agency pitch, BagZone, a luggage retail chain from the promoters of Planet Retail in India, has assigned its creative mandate to TBWA India's Mumbai office.

The mandate covers BagZone, the retail brand and LaVie, a new brand of women's handbags. The account size is pegged at Rs 12 crore.

Sandeep Goenka, chief operating officer, BagZone, says, "We were looking for a partner who could think out of the box. In TBWA, we see a partner whose disruptive thinking and creative approach, we are confident, will help us create differentiated propositions and value in both our categories."

Addressing the development, Nirmalya Sen, managing director, TBWA India, tells afaqs! that the agency is still in the process of determining the details regarding the impending campaigns. However, he informs that a lot of retail level intervention is on the cards as both brands are primarily retail led.

"It will be an integrated campaign with most media channels, including outdoor and print, other than TV, for now," reveals Sen. He adds that his team is delighted about having received the opportunity to help create two new brands and that the agency is looking forward to using media arts to help the brands make impactful debuts in their respective categories.

It may be noted that this win comes on the back of TBWA's recent wins such as Star Health (Chennai), Yatra.com (Delhi), Hygrevar (Chennai) and Loop Telecom (Mumbai). All these wins occurred within the last two months.