McCann Erickson wins creative duties of Promart Retail

This is the first time the multi-brand retail chain has selected an external agency to handle its creative duties.

Lifestyle retail chain Promart Retail has appointed McCann Erickson to handle its creative duties. The multi-agency pitch was won by McCann's Mumbai office, which will be responsible for all brand communications of Promart. The brand's creative duties were handled in-house till now.

Promart is a chain of 29 stores which was launched by Provogue India in 2007. In 2011, it was acquired by the Apple Group of Companies and VEMB Lifestyle, which took over the running stores and intellectual property. Ashish Garg founded the Apple Group in 2000, while Punit Agarwal is managing director of VEMB Lifestyle since 2005.

The chain, which stocks more than 50 global brands, targets youngsters in the age group of 15-25 years. As a value format retail chain store, the brand provides 25-60 per cent discount on branded merchandise - clothes, accessories and footwear - throughout the year.

Ashish Garg, managing director, Promart, says, "McCann will be responsible for providing 360 degree creative inputs on print, store visuals and retail merchandising.We will look into TV and social media at a later stage as we are a relatively new and growing brand."

Punit Agarwal, CEO, Promart, explains that the decision to appoint a creative agency follows the brand's target to build a corporate image and rapidly expand its business. "We were not happy with our logo as it emphasised only discounts, which was not the only message we wanted to convey. We want the people to come not only for discounts but also for clothes that are fashionable."

Prasoon Joshi, executive chairman, CEO and chief creative officer, McCann Worldgroup India, says, " 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, says, "Promart is a brand that's unique in the sense that it will make aspirational apparel brands accessible to more than just a select few Indians."