Madison BMB wins Hypercity advertising and strategy account
Hypercity as a brand is going through a repositioning from 'discover something new' to 'big store, big savings'
BestMediaInfo Bureau | Delhi | June 7, 2013
Madison BMB has announced the win of Hypercity account in Mumbai in a multi-agency pitch. The agency has won the mandate to do the entire advertising, strategy and creative for the retail chain across the country.
Hypercity Retail (India) is part of the K Raheja Corp. Group, a leader in the Indian retail sector, with retail interests in two existing chains, Shoppers' Stop (Department Store) and Crossword (Bookstore).
It has the largest hypermarket format with its flagship store in Malad, Mumbai, spanning 120,000 sq ft with shopping ambience that rivals the best in the world. There are a total of 12 stores in nine cities across India offering over 44,000 products sourced from both local and global markets. It enjoys a large footfall with more than 2 million customers visiting Hypercity stores every month.
Prabha Prabhu, CEO, Madison BMB, said, “We won the Hypercity account in a multi-agency pitch which took place in March. The objective of Hypercity was to break the barrier of being perceived as a very expensive offering. But at the same time we had to make sure that we didn't err on making it too accessible either. We did a great deal of homework in trying to understand the competitive strategy. This helped us give solid solutions not only on brand communication but also on the tactical front which plays a great role in retail.”
Raj Nair, CCO, Madison BMB, said, “A distinctive voice in retail cannot be created overnight. There has to be consistency in look, tone, feel and manner from every single consumer interaction point in-store, in social media, and above the line. We will be working towards precisely this end. We hope to achieve this in a shorter time than is available to us. We also need to work tirelessly to make sure we add value to the product offering. There is a glut of advertising in this segment that is almost faceless and nameless, simply because everything looks and sounds the same. We have hit the ground running from Day One of our interaction with the Hypercity team to make the work distinctive.”
“It was no surprise when the client called us after two weeks to give us the good news that we had won the Hypercity account. Work started immediately. And all the communication we have developed so far seems to be working well for the brand,” added Prabhu.
Darshana Shah, Senior VP - Marketing & Visual Merchandising, Hypercity, commented, “Hypercity as a brand is going through repositioning from 'discover something new' to 'big store, big savings' and is clearly establishing itself in the 'value premium' space as a hypermarket. I wanted my creative partner to help me establish this brand positioning along with clear tactical campaigns to create brand visibility by taking the core brand strength in the communication and also strongly differentiating from the competition. Madison BMB has clearly been able to showcase the thoughts during the pitch and so won the account. Our first launch of Hyper weekend blockbuster has really given us a strong positioning tactically and we are seeing double-digit LFL growth. The team is quick in turnaround and concept delivery which is extremely critical in dynamic space of hypermarkets.”
Madison BMB is the advertising unit of Madison World, a diversified communication group with 22 units across nine specialised functions of advertising, media, PR, OOH, rural, retail, entertainment, mobile, events and sports.