MxMIndia

Tag: Roch D’souza

  • IdeateLabs has retained the digital account for Brand Factory for the fourth year in a row

    IdeateLabs retains Brand Factory’s digital mandate

    By A Correspondent

     

    IdeateLabs will continue to manage the digital front of Brand Factory, a fashion discount chain by Future Group. The agency will continue with their digital duties for the brand which includes an array of digital duties with our key focus on the exploration of driving measurable footfalls for engagements.

     

    Said Ashish Rana, Business Head, IdeateLabs: “IdeateLabs is excited to have retained Brand Factory for the fourth year in a row. This just gives us more opportunities to craft exciting digital strategies for them. IdeateLabs’ partnership with Brand Factory has witnessed quirky and buzz-evoking content so far and the future holds the same along with growing strategic approach, deeper consumer understanding and market insights, flawless data analytics and media efficiency. Our focus for upcoming campaigns will be on analyzing possible measurable footfalls that garner engagement in abundance.”

     

    Added Roch D’Souza, Chief Marketing Officer, Brand Factory: “The partnership between Brand Factory and IdeateLabs has been a fruitful one with all our digital assets experiencing exponential growth. IdeateLabs has been with us for over four years now. The relationship we share is more a partnership than an agency-client relationship. Not only did they understand the brand, but they also helped us translate our brand personality in the digital world through relevant content & initiatives. IdeateLabs works as a perfect business partner and understands the changing business dynamics while engaging with our digital audience in effective ways. We look forward to the same commitment and growth.”

     

     

  • The shopping event is being conducted in 88 stores and 37 cities

    Brand Factory announces third season of ‘Free Shopping Weekend’

    By A Correspondent

     

    Brand Factory has announced the ‘Free Shopping Weekend’ (FSW) whereby it informs customers #DontShopAtFSW if they like being rewarded only with discounts. The third edition of event which was scheduled to have started yesterday (Dec 12), will be on till Sunday, December 16.

     

    Brand Factory rolled out a 360-degree integrated campaign supported by print, TV, digital, OOH, radio along with corporate and student community tie-ups.

     

    Said Roch Dsouza, CMO, Brand Factory: “This is one of our biggest property and we wanted our communication to not only be direct but also fresh and exciting. #DontShopAtFSW is not just an attempt to break the clutter but it’s backed by solid consumer insights. We took this route for our digital campaign and both the films bring out the true customer experience when they hunt for deals online or during EOSS of full price retailers. They are as direct and convey the message spot on. We backed this idea with content and we are already witnessing some crazy response.”

     

     

  • The erstwhile agency on the brand was Karma, part of the DDB Mudra Group

    Brand Factory appoints Publicis Ambience to handle creative mandate

    By A Correspondent

     

    Brand Factory, a Future Group concept chain, has announced the appointment of Publicis Ambience as its creative Agency on Record (AoR). The mandate was won following a multi-agency pitch.

     

    The erstwhile agency on the brand was Karma, part of the DDB Mudra Group.As its creative partner, Publicis Ambience would offer complete integrated communications solutions including branding, advertising and marketing solutions. These would stretch across the traditional mediums comprising television, print, outdoor, ATL/BTL, etc.

     

    Roch D’Souza

    Expressing his views on appointing a new agency, Roch D’Souza, Chief Marketing Officer, Brand Factory said: “In Publicis, we saw lot of enthusiasm and hunger for the category we are operating in. Our intent was very clear; we weren’t just looking for a creative agency but a business partner who understands the category, business aspects, markets we are operating in and the customer of Brand Factory. To which, Publicis did a good job. Also, having Bobby Pawar on board makes a lot of difference. He brings in lot of experience on table and has understood the potential of the Brand. We are hoping to see path-breaking ideas in this partnership.”

     

    Bobby Pawar

    On winning the new mandate, Bobby Pawar, CCO & MD – South Asia, Publicis Worldwide commented: “We are honoured that Brand Factory has placed their faith in us. I look forward to partnering Suresh Sadhwani, Roch D’Souza and their teams in exceeding their lofty ambitions for the brand and the business. Brand Factory disrupts the category and our efforts will be to engage with consumers in disruptive and effective ways. This win comes on the heels of many wins over the last few months. You will hear of some more wins very soon.”

     

     

  • Leading fashion retail brand uses a store launch to rebrand itself across Mumbai

    Brand Factory’s #MadeforMumbai makes its mark amongst Mumbaikars

    By A Correspondent

     

    Brand Factory has deployed a 360 degree brand campaign across Mumbai – redefining its positioning in the city.

     

    Said Roch D’Souza, Marketing Head, Brand Factory:“There are many similarities between Mumbai and Brand Factory. Just Like Cutting chai, Brand Factory is cutting Prices 365 days with discounts! We wanted to celebrate many such similarities through our campaign and made sure we imbibe the true spirit of Mumbai and that’s how #MadeForMumbai came to life everything we did on digital, print, outdoor or radio”

     

     

  • The campaign uses identical traits that best defines Mumbai and Brand Factory

    Brand Factory unveils #MadeForMumbai campaign

    By A Correspondent

     

    Brand Factory has used the magic of music to describe the city and the spirit of Mumbaikars via its latest campaign. The #MadeForMumbai campaign uses identical traits that best defines Mumbai and Brand Factory.

     

    Executed by Circus Elephants, the music is composed by Shalini Sen and sung by Revant Shergill. The one-minute video captures iconic places, beaches, cricket craze, love for street food and elements that make Mumbai.

     

    Speaking about the campaign, Roch D’souza, CMO, Brand Factory said: “There are many similarities between Mumbai and Brand Factory. Just like cutting chai, Brand Factory is cutting prices 365 days with discounts. We wanted to celebrate many such similarities with a song that imbibed the true spirit of Mumbai and that’s how #MadeForMumbai came to life through this film.”

     

    Sharing his views Ritesh Shastri, Business Director, Circus Elephants added: “It’s not that often when the brand custodians instruct and insist the agency to focus on content and not on the brand. It’s always a treat for an agency when the brand team knows what they want. It was definitely a very important project for us since it was our first association with Brand Factory. But more than that, it was about celebrating the spirit of Mumbai. We couldn’t have expected for anything better.”

     

     

  • The fashion retail brand claims to be speaking the language of GenZ to boost its winter collection sale

    Brand Factory does a ‘dhoka’ with #KTPD campaign

    By A Correspondent

     

    We’ve seen it being used in Bollywood, so it’s assumed that it will be cool in advertising too. Assuming that its target audience will be tickled by the campaign, Brand Factory and its agency IdeateLabs launched what it says is a  quirky campaign titled ‘Khade Thand Par Dhoka’ (#KTPD). This is what a communique says: “This campaign was inspired by KLPD – a popular slang that never fails to grab attention. While KLPD meant things going wrong in general, KTPD stood for things that go wrong in winters.” Well, KLPD may mean things getting messed up, but the ‘L’ in the abbreviation refers to a male body part and is definitely not in good taste.

     

    A communique says that through Facebook and Instagram, the message has reached over 10 million people, even as two lakh users engaged with it, but we aren’t certain whether this was achieved via paid campaigns.

     

    Said Roch D’Souza, Marketing Head, Brand Factory: “Although we are known for great range of apparel at smart prices, we are not known for the winter collection category. Winter was a great opportunity to tell our customers just this through the campaign. And, what better than to have a category at its peak time on great discount! Results: a phenomenal success.”

     

    Added Ashish Rana, Business Head, Ideate Labs: “All fashion brands advertise for their winter collection and some players have large winter sales that are already extremely popular. Our task was to not only bring Brand Factory into the consideration set, but lead them to the stores. We created a campaign that truly cut ice with our audience, generated a whole lot of conversations, and better – led to an increase in footfalls!”

     

     

  • Using humour which is the brands DNA, Karma has conceptualised and created the fun campaign that promotes this mega offer

    Brand Factory ready with ‘The Blockbuster’ offer

    By A Correspondent

     

    Brand Factory has announced its biggest shopping event for 2017. And with it comes a new campaign.

     

    Speaking about the campaign, Roch D’souza, CMO, Brand Factory said: “As a brand our USP is that we offer discounts on best brands 365 days in a year. Keeping festive season in mind we wanted to up our game and hence we came up with this thought of giving our best of best offers under one promotion. This is our biggest promotion this season.”

     

    Commenting on the creative of the campaign Vinayak Nayak, Creative Partner, Karma, a division of DDB Mudra Group, said: “Blockbuster is a simple campaign that educates the consumers about smart shopping at Brand Factory. The language of the film is young, peppy and fun, just like the brand and it drives home the message of smart shopping in a quirky way.” in the country.