Paperboat Brandworks wins Croma account

Croma, an Infiniti Retail brand, was previously with Lowe Lintas.

Paperboat Brandworks, a Mumbai based advertising agency, has been awarded the creative mandate for Infiniti Retail's Croma.

Infinity Retail is a subsidiary company of Tata Sons. This brand deals solely in electronic retail products. According to the sources, the brand is planning to release a TVC this year.

Commenting on the agency appointment, Ritesh Ghosal, chief marketing officer, Infiniti Retail, says, "We have worked with Paperboat on a project basis off and on and have developed a warm relationship and faith in their ability to do justice to our mandate. We look forward to a productive partnership with Paperboat."

Commenting on the win, Arijit Ray, co-founder and managing partner, Paperboat Brandworks, says, "Croma has been a true Pioneer in the Electronic Retail space & we are thrilled to win the creative mandate. The kind of consumer-centric initiatives the marketing and technology teams are putting in place in the Omni-Channel marketing arena, is really heartening. We are looking forward to an enduring relationship and creating some refreshing work on the brand."

Arindam Sengupta, co-founder and managing partner, Paperboat Brandworks, says, "We are really excited to win the Croma AOR. Croma has evolved into one of the finest Consumer retail brands in the country. The plans are really aggressive and forward-looking. We are looking forward to working closely with the marketing team to build the creative footprint for the brand to help realize the marketing objectives"

Raju Gondhlekar, co-founder and managing partner, Paperboat Brandworks, says, "The importance of a consistent design and visual language in the competitive electronic retail space will only increase. We are looking forward to this opportunity to working with the marketing team in creating a powerful visual code for the brand. To help bring to life the numerous innovations that are on the anvil.

The Croma account was previously with Lowe Lintas. Maxus a media agency from the stable of GroupM is currently handling the media duties for the brand.