DLF appoints IBD India to handle creative duties of Pure - Home+Living

Percept Hukuhodo Company to handle their Brand and Creative services; account size is estimated at Rs.8-10 crores

BestMediaInfo Bureau | Delhi | December 12, 2011

Pure - Home+Living have roped in IBD India, a Percept Hukuhodo Company to handle their Brand and Creative services. The size of the business is said to be between Rs. 8-10 crore.

Pure - Home+Living, a retail brand of DLF Brands, has been on the lookout for a creative agency.  The brand had called for a multi-agency pitch wherein the brief constituted of establishing Pure – Home + Living, as amongst the leading players of contemporary home furniture and accessories brand in the Indian home fashion industry and lifestyle accessories.

Commenting on the reason for selecting IBD, Ambika Nair, Head Marketing, DLF Brands said, “It was the agency's in-depth understanding of the market and their overall business approach towards our brand that assured us that they understood our goals. Therefore we see this development in sync with the company's plans to focus on growing its business in the Indian market.”

IBD India will work on the strategy and creative deliverables of Pure- Home + Living. To start with, IBD will be focusing on launching Pure – Home + Living & making it a preferred brand in the Home Décor space, an over-cluttered market with numerous players in both the organised & unorganised formats.

Commenting on win, Jyotsna Chauhan, COO, IBD India, said, “The focus is to break the clutter and create a differentiated positioning for Pure. Giving the new age men & women, the power to “Refine, Express and Match” their life's aspirations. Our campaign aims at extending the essence of Pure to match the changing needs across genders & tastes.”

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