Toonz Retail appoints Dentsu India as its creative agency

The account was won post a multi-agency pitch.

Toonz Retail, a Mumbai based kids apparel company, has appointed Dentsu India, the full-service creative agency from the stable of Dentsu Aegis Network, as its creative agency. The account was awarded to the agency post a multi-agency pitch. The account will be handled out of agency's Mumbai office.

Toonz Retail's overall business investment for this financial year is going to be around Rs 20 crore out of which the brand rougly plans to spend anywhere between Rs 5-10 crore in marketing.

Talking about the need for a creative agency, Sharad Venkata, managing director and chief executive officer, Toonz Retail India, says, "We were handling lot of creatives inhouse but we realised that with our expansion and growth in the market, it is important to have professional look and feel to the communication and that's why an overall creative plan becomes critical for us and we finally chose Denstu India after meeting a lot of agencies because their thought process matches with ours and they could understand our language."

Sharing about the brand's expansion plans, Venkata says, "We are looking at few campaigns as and when we go to a new market and will also run a national campaign later on but we are focusing on immediate expansion in states like Maharashtra, Tamil Nadu, Telangana, Karnataka and UP. Currently we plan to do regional TVCs and then will do a natioanl level TVC during the Diwali season."

Commenting on the account win, Simi Sabhaney, chief executive officer, Dentsu India, says, It's always a pleasure to partner a client who is so driven and ambitious. We look forward to building brand Toonz together and taking it to greater heights."

Sharmila Malekar, senior vice president and branch head, Dentsu Mumbai, adds, "Toonz presents an interesting opportunity in a category where most brands follow a cookie cutter approach in their communication. We see tremendous scope to infuse some newness into this category through differentiated communication and initiatives."