Campaign India Team
Jan 20, 2011

Happy bags three new accounts

Wins Papa John’s, and in Dec 2010

Happy bags three new accounts

Bangalore-based Happy Creative Services has  bagged the creative duties of Papa John's Pizza, and 

Papa John's, the third largest pizza chain in the world, has been in India for 3 years and was brought in by JIP Fashion and Restaurant Group. In an effort to change the game with extensive expansion plans, Papa John's Pizza is looking at moving from 25 to 100 outlets. Happy was called in for a strategic pitch and won the account, according to the agency, "with the help of their credentials and a comprehensive strategy presentation that outlined primary way-points for the year ahead".

Faisal Jawad, chairman of Jawad Business Group as well as Om Pizzas & Eats India Private Limited, said, “As we embark on a speedy and exciting expansion programme which will see us open almost 100 restaurants across India over the next few years including Papa John's Pizza, Chili's and The Great Kabab Factory, we realized our brands needed original, unique and creative exposures in all our markets. Happy – which is more an Idea Shop than an advertising agency, seemed the right partner. We are looking forward to working with Happy.”

The three-year old e-commerce startup was won in a multi-agency pitch. Happy’s aim with will be to increase awareness about the brand. This will involve above-the-line advertising consisting primarily of TVC, Print, Digital and Outdoor. Post the rolling out of the new campaign, looks to grow their revenues by three times by end of the year.
"Flipkart as startup brand/service has been built entirely by word-of-mouth," explained Sachin Bansal, the chief executive officer of Flipkart. "It's our service that has led people to recommend us to others. A move from that 'buzz culture' to a mass media campaign is a big shift for us, and we wanted an agency that understands these nuances. Happy's thought process and articulation not only impressed us, but also challenged some of our existing assumptions. What also resonated with us is perhaps the work culture/ethic (Happy and Flipkart are both 3 year old "startups" founded by two people). We saw Happy as the closest fit to our company."

Myntra, currently operating as an on-demand personalization e-commerce portal, sells t-shirts, sports jerseys, mugs, bags, drinkware, watches, etc. "We wanted someone who understood and appreciated e-commerce and also the nuances of lifestyle consumption in the indian market. Happy fitted the bill perfectly," said Mukesh Bansal, chief executive officer of Myntra.

"We couldn't have asked for more. 2010 was a year of consolidation for us, winning these 3 accounts over a week definitely set the right tone for 2011 at Happy. We are really excited about our entry into the food and dotcom category. We look forward to doing some really good work that will deliver the expected results for each of our new clients. We thank, and Papa John's pizza for confidently placing their bets on us," said Kartik Iyer and Praveen Das, co-founders of the agency, in response to the wins.

Campaign India