BITM bags creative duties of FabFurnish.com

The agency will also handle the digital duties of FabFurnish, an e-commerce brand offering furniture and home decor items.

FabFurnish.com, the online home store, has given its creative and digital duties to Bang in the Middle (BITM). The Gurgaon-headquartered agency won the business after a multi-agency pitch process which began in October, 2013.

While the business size is unknown, the brand apparently has ambitious plans to harness both online as well as television media.

This is the first time FabFurnish.com has hired a professional communication agency.

Vaibhav Aggarwal, co-founder, Fabfurnish.com, says, "We are poised for the next phase of growth. Till now, we have been very successful in building a wide consumer base for ourselves. Today, we are the largest player in this space and want to become even larger. Our new communication will ensure that we become an even stronger leader in the furniture and furnishings market."

Naresh Gupta, managing partner, Bang in the Middle, believes that the agency's understanding and expertise across digital and mainstream media helped in winning the mandate. "FabFurnish.com is a very challenging brief. Our new work will make the brand stronger," Gupta says, adding that the e-commerce brand wants to establish itself as one that has the largest collection of furniture and home decor items at the best prices, along with home delivery service. Hence, the agency will have to come up with a communication strategy that will communicate variety, price and service factors to the consumers; the consumers being anyone setting up a home across the country.

In fact, FabFurnish will roll out its television commercial, the brand's first, by the end of this month. This will be followed by a digital campaign as well.

FabFurnish is funded by Berlin-based Rocket Internet, an international e-commerce incubator and investor. Some of the other digital ventures backed by Rocket Internet include Jabong.com, apparel and accessories e-commerce venture; Foodpanda, OfficeYes, Printvenue, Wimdu, CupoNation and 21 Diamonds.

For the record, BITM is a full service creative agency that caters to clients' need to address consumers in digital as well as traditional media channels. The agency's client list includes Zee News, Zee Business, Dulux Paints, Veen Waters, Divani, Gyanshree School, Haldiram's, Bhima Jewellers, Tigre Blanc Vodka and Freecultre.