Plan B bags the creative duties of MEN & BOYS

The agency will handle television and print, apart from below-the-line activities (BTL). Prior to this, the retail chain has worked with a small agency in the South.

Soon after winning the duties of Megamart - the retail chain of Arvind Retail, Plan B has bagged the creative duties of MEN & BOYS - a retail chain catering exclusively to men's grooming needs from the house of Arus Retail. The agency will handle television, print and below-the-line activities (BTL) of the retail chain.

Plan B bags the creative duties of MEN & BOYS

The size of the business, however, could not be obtained at the time of filing this report.

Confirming the development to afaqs!, Trupti Gupte Ram, market development manager, MEN & BOYS, says, "We were looking for fresh ideas and a concept that will help in creating a strong brand, and in that process, we liked the thoughts presented by Plan B."

Earlier, the retail chain has worked with a small agency in the South. It is working towards launching a slew of BTL activities crafted by Plan B.

Anirudha Mukhedkar, founder and chief executive officer, Plan B, says, "We will design the entire creative solutions for the retail outlet."

Currently, the retail chain does not have a media planning and buying agency of record, and plans to recruit one in the second quarter of next year.

For the record, established in 2010, MEN & BOYS is a division of Arus Retail, founded by Amit Bagaria of the Asipac Group. The group opened its first retail store in May, 2010. The retail chain is mainly present in the southern part of the country, with four stores in Bengaluru and one in Mangalore.

MEN & BOYS plans to expand its presence to other parts of country, with six outlets in the pipeline (two exclusive stores and four shop-in-shops by May, 2012). As part of its expansion plans, the group, on its website, claims that it aims to have more than 40 retail outlets by 2013, and more than 100 by 2016.

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