MagnonTBWA will handle the media planning and buying for Hamleys.
Digital agency MagnonTBWA has won the Hamleys India account. As of now, Hamleys India has a strong following on social media which is the primary channel it uses to make their presence felt. MagnonTBWA will be handling the digital media duties for Hamleys India - including aspects of digital media planning and buying. Magnon was initially an independent agency, founded by Vineet Bajpai that became a part of TBWA in 2013. Some of the brands that MagnonTBWA has worked with include Haier, Hilton, Hyundai, Nissan, Sony, Standard Chartered Bank, and UNICEF. Vineet Bajpai also founded Magnon eg+. TBWA is a part of the Omnicom group and Magnon eg+ is responsible for handling interactive media, creation and production services for clients.
In April, the Economic Times reported that Reliance Retail is in talks to acquire Hamleys. The report further stated that Hamleys has about 130 stores globally and 87 of them are in India with Reliance planning to add more this year. Reliance plans to launch an e-commerce marketplace later this year that will sell everything from food to fashion and toys will tie into this well, experts say.
As of now, Hamleys India does not actively advertise, but they do have a strong social media presence across Instagram, Facebook and Twitter. They use the social channels to post photos of their store, run contests and let potential customers know about upcoming sales and event-based celebrations.
Hamleys in India has a strong offline presence and this could be the company's way of foraying into advertising on other platforms as well. The brand is responsive to queries posted on social media channels and is possibly looking for other avenues to expand their presence.