DLF picks IBD for its retail brand Pure - Home + Living

The agency won the business through a multi-agency pitch that the home solutions brand called in August.

DLF has appointed IBD to handle the creative duties for its retail brand Pure - Home +Living. The company had called for a pitch in August.

The first store of Pure - Home + Living was launched in Delhi, in the month of February. Interestingly at the time of the launch, the company did not hire any creative agency and most of the work was managed in-house.

Confirming the development, Ambika Nair, head-marketing, DLF Brands, says, "The agency understood our goal well. Besides, it showed much understanding of the category."

This size of the account is in the range of Rs 8-10 crore.

As part of the creative mandate, IBD India will work on the strategy and creative deliverables of Pure Home + Living.

Jyotsna Chauhan, chief operating officer, IBD India, says, "The focus is to break the clutter and create a differentiated positioning for Pure - Home + Living. Our campaign aims to extend the essence of the brand in order to match the changing needs across genders and tastes."

The company plans to launch 30 new stores in the next three years with an investment of Rs 200 crore.