Origin Beanstalk Creative Consultants wins creative duties for Time Out and Mad Over Donuts

In the offing is a multi-media advertising campaign for Time Out, while Mad Over Donuts is set to exploit the BTL space for the launch of its new outlets.

Origin Beanstalk Creative Consultants has won the creative duties for Time Out, a city-focussed arts and entertainment magazine from the Paprika Media stable, an Essar Group Company. The agency has also won the creative account for the donut chain Mad Over Donuts, better known as M.O.D.

So far, an in-house creative team has been handling the creative duties for Time Out. This is also the first time that M.O.D. has brought on board a creative agency for long term; the brand's communication has been handled by independent creative talent until now.

The annual advertising spends for Time Out is estimated at Rs 4-5 crore.

While the amount for M.O.D. could not be ascertained at the time of filing this report, it has been learnt that going forward, the communication for the brand will be BTL (below the line)-heavy, and may explore print, too. In the past, M.O.D. has been active on the BTL and digital (that is, in the form of e-mailers) fronts.

Addressing the appointment of Origin Beanstalk Creative Consultants, Nydia Dias, country head, marketing, Time Out, says, "We are glad to appoint Origin Beanstalk as our creative agency. Time Out as a brand, is all about lifestyle, entertainment, and the city. We feel the agency will carry forward the right image of the brand across various mediums."

The account moved to Origin Beanstalk after a multi-agency pitch held in Mumbai that saw the participation of three creative agencies.

Commenting on the acquisition, Shom Mazumdar, co-founder, Origin Beanstalk, says, "We, as city dwellers, live a very monotonous life and mostly miss out on the latest action and happenings of the city; with Time Out, one can easily keep up to the beat of the city and get more out of it." Mazumdar further informs that a full-fledged multi-media campaign, including television, is in the offing for the brand.

M.O.D. on the other hand, is a first of its kind 'donut theatre' concept in India. Presently, M.O.D. has 16 outlets across Mumbai and Delhi, and will be opening another 10, across Pune, Bengaluru, Delhi and Mumbai, shortly.

Regarding the M.O.D account, Mazumdar adds that it was a collective team effort that helped the agency clinch the win. "It was a common love for donuts that helped us create some magic in our presentation," he jokes, adding that it was M.O.D.'s breadth of appeal that extends across all demographic groups, ages and incomes that excited his team about this category.

"We look forward to doing some exceptionally good work on the account," he says.