Hypercity awards advertising mandate to Madison BMB

The agency won the account following a multi-agency pitch. It will handle the entire advertising, strategy, creative for the retail stores of the client, across the country.

Madison BMB has won Hypercity's account in Mumbai following a multi agency pitch which took place in March. With this win, the agency is mandated to do the entire advertising, strategy and creative for the retail stores of Hypercity across the country.

The agency has already started working on the account.

Prabha Prabhu, CEO, Madison BMB, says, "The objective of Hypercity was to break the barrier of being perceived as a very expensive offering. While we achieve this, we had to make sure that we didn't err on making it too accessible, either. We had done a great deal of homework in trying to understand the competitive strategy. This helped us give solid solutions not only on brand communication but also on the tactical front which plays a great role in retail."

"A distinctive voice in retail cannot be created overnight. There has to be consistency in look, tone, feel and manner from every single consumer interaction point. In the store, in social media and, needless to say, in above the line. We will be working towards precisely this end. And we hope to achieve this in a shorter time than is available to us. We also need to work tirelessly to make sure we add value to the product offering as well," says Raj Nair, CCO, Madison BMB.

Darshana Shah, senior vice-president, marketing and visual merchandising, Hypercity, says, "Hypercity as a brand is going through repositioning from 'discover something new' to 'big store, big savings' and clearly establishing itself in the space of 'value premium' as a hypermarket."

The creative partner will help establish the brand positioning along with clear tactical campaigns to create brand visibility by taking the core brand strength in the communication and also strongly differentiate from competition, Shah adds.

"Madison BMB has clearly been able to showcase the thoughts during the pitch and so won the account. Our first launch of Hyper weekend blockbuster has really given us strong positioning tactically and we are seeing double digit LFL growth. The team is quick in turnaround and concept delivery, which is extremely critical in the dynamic space of hypermarkets," Shah further adds.

Hypercity Retail (India) is part of the K Raheja Corp Group with retail interests in two existing chains, Shoppers' Stop (department store) and Crossword (bookstore).

Madison BMB is the advertising unit of Madison World, a diversified communication group with 22 units across nine specialised functions of advertising, media, PR, out of home, rural, retail, entertainment, mobile, events and sports.