thoughtblurb wins Viviana Mall creative duty

Viviana, touted as one of India's most stylish retail destinations, aims to make shopping creatively experiential

BestMediaInfo Bureau | Mumbai | April 18, 2014

After a month long multi-agency pitch, Viviana Mall has selected thoughtblurb, a fully integrated creative and strategic agency. thoughtblurb has been assigned the task to enhance the overall Viviana brand experience using progressive creative intelligence. Viviana is a 1 million+ sq.ft of entertainment and lifestyle retail destination in Thane, created by Mumbai-based Sheth Developers.

Announcing the partnership, Ashwin Sheth, Managing Director, Sheth Developers, said, “We are pleased to announce our collaboration with thoughtblurb as our creative agency partner. Their futuristic and creative ideologies are in sync with our brand philosophy and positioning. With thoughtblurb on board, we believe that our customers will truly experience a creatively enhanced shopping environment with each visit.”

Although, the category players have been long playing with the concept of 'mall-marketing'; Viviana was keen to focus on building its 'brand value'. While the former is more tactical in nature, the latter builds sustainability. As such, the company expressed its interest to find a partner who could combine brand understanding with creative intelligence.

Vinod Kunj, Managing Partner, thoughtblurb, said, “When I first interacted with the management team at Viviana, I was charmed with their optimistic curiosity to learn and understand how they can build value-creating customer experiences. The way I see it, this is not just a mall brand that we're trying to help, but it's an opportunity to showcase how a shopping destination can disrupt the marketplace paradigm and change the way customers experience shopping and entertainment under one big roof. In the coming weeks, we will work very closely with the Viviana team to ensure that it becomes a destination you can't miss to visit.”

thoughtblurb was started by advertising duo Vinod Kunj and Razia Kunj in 2007. It has offices in Mumbai, Delhi and Kochi. The agency's client roster includes Reliance Industries, Godrej & Boyce, Morarka Organics, Abad Group, Synthite Industries, LG Mobiles, Huawei India, MTS, Viacom 18, Union KBC, ICICI Prudential, Baskin Robbins, Kelachandra Group, among others.

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