Toys''R''Us India appoints creative and digital agencies

The creative mandate will be handled by People Design and Communications and the digital mandate, by Mad About Digital.

In a recent announcement, Toys''R''Us India, American toy retailer, has appointed creative and digital agencies. The creative mandate will be handled by People Design and Communications and the digital mandate, by Mad About Digital. The agencies will also handle mandate the of Babies''R''Us, the baby products retailer from the stable of Toys''R''Us.

Zuhair Hamza, co-founder, M.A.D, says in a press release, "This was definitely the most exciting pitch we've been a part of. We're just over 2 years old and to win the digital mandate for a massive international brand such as Toys"R"Us is something that we're really proud of. When it comes to toys, there's so much you can do on digital. Our approach would be to bring everything we do under a larger binding thought."

He adds, "We got a fantastic response online for the launch event as well as for the pre-launch activities we'd run on digital. But now, our focus is on working with the talented bunch at People to drive the 'make time for playtime' emotion and to build the brand in India as something more than just an amazing toy store. The opportunities are limitless and we're super excited to be the digital partner for the Tablez team in this journey. We're looking forward to executing some absolutely MAD campaigns. We want people to look at what Toys"R"Us does both online and offline and go - This has been done by some "MAD People" - pun absolutely intended."

Rajeev Ravindranathan, founder and chief creative officer, People Design and Communications, says in a press release, "This was a riveting pitch to be a part of. A well-informed, robust brief allowed us to get right down to what we do best - to emotionally connect brands with their consumers. We decided to the give ToysRUs a larger context in India than just being an exciting destination for toys. Hence the invitation - Make Time For Play Time. A reminder to parents everywhere that play time breaks down barriers, builds bonds and turns families into friends."

He adds, "The launch event is focussed on introducing the store in all its wonder to Bangaloreans. But over time, a lot more thematic and brand-building communication will roll out to position ToysRUs as much more than a store. The team at Tablez has ambitious plans for India and we're all excited to be their partners on a long and successful journey. And along the way, we've also discovered MAD whom we're proud to call our digital partners-in-crime."