Publicis Ambience wins creative mandate for Brand Factory

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 multi-agency pitch where Publicis Ambience edged out competition due to its superior brand and communication strategy that was in line with the brand’s core objective.

The incumbent agency on the brand is 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 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.

It aims to reach 300 stores by 2020 and be counted as the leading fashion retailer offering top-notch fashion brands at discounted prices.

Roch D'Souza

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.”

Bobby Pawar

Bobby Pawar,CCO and 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

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.”

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