Retail chain Promart has appointed McCann Worldgroup India to handle its creative duties following a multi-agency pitch. The agency's Mumbai office will handle the account.
This is the first time Promart has appointed a creative agency. An in house team handled the creative duties earlier.
The lifestyle value retail brand bought out the IP and assets from Provogue in November 2011.
Commenting on the development, Ashish Garg, managing director, Promart, said, “We are happy to have McCann as our creative partner as the agency will be responsible for providing 360 degree creative inputs on print, store visuals and retail merchandising to start with. McCann has a proven track record in building iconic brand strategies which will help elevate the positioning of our brand.TV and social media will be looked upon at a later stage as we are a relatively new and are a growing brand.”
Punit Agarwal, CEO, Promart, added, “We were quite impressed with McCann, as after a multi-agency pitch, they came across as the best choice in terms of understanding the brief and what they could bring to the table. Their innovative approach to positioning brand Promart helped the agency clinch this win. The new concept of Promart’s business was easily understood by the team and we feel their level of understanding is aligned with our strategic roadmap. Hence, we feel they will do justice to our brand.”
Commenting on the account win, Prasoon Joshi, executive chairman, CEO and chief creative officer, McCann Worldgroup India, said, “We are thrilled to work with Promart as it’s a brand that seems to be on a new journey in the retail space. The team’s bold ambition excites us and together we will democratise apparel in a world where fashion has always been about exclusivity.”
Govind Pandey, president, McCann Advertising, added, “We’re really excited about working with Promart. They are a brand that’s unique in the sense that they will be making aspirational apparel brands accessible to more than just a select few Indians. We believe we can aid them on this journey of theirs by making Promart a destination brand, which people will look upto.”
