Hypercity has appointed Madison BMB to handle its creative duties. The account was won following a multi agency pitch, informed a BMB (Madison) statement. Hypercity Retail is a part of the K Raheja Group.
Prabha Prabhu, CEO, Madison BMB, said, “We won Hypercity account in a multi-agency pitch which took place in March 2013. The objective of Hypercity was to break the barrier of being perceived as a very expensive offering. While we achieve this, we had to make sure that we didn’t err on making it too accessible, either. We had done 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, added, “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 the store. In social media. And, needless to say, in above the line. We will be working towards precisely this end. And we hope to achieve this in a shorter time than is available to us. And then we also need to work tirelessly to make sure we add value to the product offering as well. There is a glut of advertising in this segment that is nearly 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.”
Prabhu added, “Hence 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.”
Darshana Shah, senior vice president – marketing and visual merchandising, Hypercity, said, “Hypercity as a brand is going through repositioning from 'discover something new' to 'big store, big savings' and clearly establishing itself in the space of 'value premium' 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 competition. Madison BMB has clearly been able to showcase the thoughts during the pitch and so won the account."