MUMBAI – 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 vigorously contested multi-agency pitch where Publicis Ambience edged out competition due to its superior brand & communication strategy that was in line with the brand’s core objective.
The erstwhile agency on the brand was Karma, part of the DDB Mudra Group.
As its creative partner, Publicis Ambience would offer complete integrated communications 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 that promises consumers a revolutionary discount shopping experience. Brand Factory offers more than 200 Indian and International brands at 20-70% discount, 365 days a year. Merchandise available at Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, luggage, accessories and more.
Expressing his views on appointing a new agency, Roch D’Souza, Chief Marketing Officer, Brand Factory said: “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, markets we are operating in and the customer of Brand Factory. To which, Publicis did a good job. Also, having Bobby Pawar on board makes a lot of difference. He brings in lot of experience on 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 commented, “We are honoured that Brand Factory has placed their faith in us. I look forward to partnering 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. This win comes on the heels of many wins over the last few months. You will hear of some more wins very soon.”
Paritosh Srivastava, COO, Publicis Ambience added: “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 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.”
For the record, Brand Factory is a part of India’s leading retail chain – Future Lifestyle Fashion Ltd. It has been around since the past 13 years and has made its way to all corners of India over the last four years. As of date, it is present in 28 cities with 69 stores displaying more than 200 plus brands. The goal is to reach 300 stores by 2020 and be counted as the leading fashion retailer offering top-notch fashion brands at discounted prices.
