Good News from Rediffusion Y&R; wins HomeTown business worth Rs 30 crore

The media mix for the upcoming campaign will be a 360 degree effort, albeit primarily print-led

Finally there is some good news from Rediffusion Y&R. The agency has won the creative duties for the retail brand, HomeTown, following a multi agency pitch. HomeTown is the home-making store from the Future Group which owns other retail chains such as Pantaloons and Big Bazaar.

Rediffusion Y&R has been in news recently for losing two of its important accounts - Colgate and Airtel. While the HomeTown account might not be sufficient to compensate for the loss, but certainly it's a positive development on the agency's front.

It is learnt that some of the agencies in the fray for the account were Leo Burnett, McCann Erickson, Draft FCB Ulka and Lowe Lintas. Leo Burnett was the incumbent agency on this account.

The media mix for the upcoming campaign will be a 360 degree effort, albeit primarily print-led. Nisha Singhania, executive vice-president, Rediffusion Y&R (Mumbai), shares exclusively with afaqs! "The brand's retail outlets need to be localised and we're looking to change consumer behaviour by bringing about 'category-conversion'. Advertising will thus play a huge role for HomeTown in the future."

For the record, HomeTown was launched in April 2007 at Noida. It has several outlets across India; the one in Mumbai is located at Vikhroli.