Brand Factory appoints Publicis Ambience to handle creative mandate

Brand Factory, a Future Group concept chain, has announced the appointment of Publicis Ambience as its creative Agency on Record (AoR). The mandate was won following a multi-agency pitch. The erstwhile agency on the brand was Karma, part of the DDB Mudra Group.

As its creative partner, Publicis Ambience will offer complete integrated communication solutions including branding, advertising and marketing solutions. These would stretch across the traditional mediums comprising television, print, outdoor, ATL/BTL, etc.

Brand Factory is India's leading chain of fashion discount stores and offers more than 200 Indian and International brands at 20-70 per cent discount, 365 days a year.

Roch D'Souza

Bobby Pawar

Paritosh Srivastava

Expressing his views on appointing a new agency, Roch D'Souza, chief marketing officer, Brand Factory says, "In Publicis, we saw lot of enthusiasm and hunger for the category we are operating in. Our intent was very clear; we weren't just looking for a creative agency but a business partner who understands the category, business aspects, and markets we are operating in, and the customer of Brand Factory. Also, having Bobby Pawar on board makes a big difference. He brings a lot of experience to table and has understood the potential of the Brand. We are hoping to see path-breaking ideas in this partnership."

On winning the new mandate, Bobby Pawar, CCO & MD - South Asia, Publicis Worldwide comments, "We are honoured that Brand Factory has placed their faith in us. I look forward to partnering with Suresh Sadhwani, Roch D'Souza and their teams in exceeding their lofty ambitions for the brand and the business. Brand Factory disrupts the category and our efforts will be to engage with consumers in disruptive and effective ways."

Paritosh Srivastava, COO, Publicis Ambience, adds, "Brand Factory has some serious ambitions for the Indian market and we are happy to have matched their steep expectations. The key need on Brand Factory is not of a communication partner, but that of a business partner and every idea should be a business building idea apart from brand building. We, as an agency, pride ourselves on our business understanding and are glad that the same was appreciated by the team at Brand Factory. Given the large footprint across India, we had to show a strong understanding of multi-cultural hyper local insight mining ability. The honesty, transparency and human connect between the teams is rare to find and we sincerely hope it will allow us to achieve many milestones over a long period of time together."