Shibani Gharat

Ignite Mudra wins creative mandate for Phoenix Marketcity

With the business size estimated to be over Rs 10 crore, this is the third Mumbai win for the agency. Webchutney will be handling the digital duties for the Phoenix Marketcity brand, across the country.

Ignite Mudra has won the creative mandate for the plush upcoming mall Phoenix Marketcity, in Mumbai's Bandra Kurla Complex. The account will be handled by the Mumbai branch office of Ignite Mudra. This is the third consecutive win for the Ahmedabad-based agency in Mumbai, as it ventures to expand its national footprint.

JWT was the incumbent agency.

Several top agencies had pitched for the account. A total of 17 agencies had pitched for managing the accounts for PR, digital, and creative for Phoenix Marketcity.

As per market estimates, the creative business for Phoenix Marketcity is worth over Rs 10 crore.

Ignite Mudra wins creative mandate for Phoenix Marketcity
Sudarshan Banerjee, head, Ignite Mudra, tells afaqs! that the media channels for promoting Phoenix Marketcity will essentially be print and outdoor. The tagline that Ignite Mudra has created for the plush mall reads 'A playground for the rich and famous'.

Besides Mumbai, Phoenix Marketcity is being launched in Pune, Bengaluru, Chennai and Kolkata, as well. The Phoenix Market City brand is jointly promoted by three key investors -- The Phoenix Mills, HBS Realtors, and Horizon Venture Capital fund.

Webchutney is working on the brand new website for Phoenix Marketcity. It is also working on the e-commerce portal that will be launched next month. The e-commerce portal will have an online shopping experience.

Slated to be Asia's largest hypermarket, with a single floor plate of 2,00,000 sq ft, Phoenix Marketcity will play host to several high-end luxury brands. The premises of Phoenix Marketcity will also contain a 155 room 5-Star business hotel, spread over an area of 1,70,000 sq ft, and a seven-storey high-end commercial block spread across an area of 12,00,000 sq ft.

The mall website states that the genesis of the concept is the creation of true multi-use development that assimilates venues for retail, entertainment, hospitality and high-end commercial.