Planet M has selected TBWA India as its creative agency. Confirming the move, Subir Ghosh, CEO, Planet M said, "What clinched the account for TBWA was their core idea that retail was more about experience and less about communication. Their idea was based on a perfect combination of experience and communication." Ghosh revealed that 3 other major agencies were in the fray for the account.
Ghosh further revealed that initially their communication was primarily going to be above the line and would progressively be tilted towards below the line activities after the first year. It may be recalled that Planet M, the chain of music retail stores which was originally owned by Bennett Coleman & Company was sold to Next Retail India, Videocon's retail unit in late 2007.
