TBWA wins Style Spa
08 Apr 2009
TBWA India, Chennai has won the creative business for the K K Birla Group's Style Spa Furniture, manufacturers of ready-to-use furniture. The other contenders for the business were O&M, McCann Erickson and Lowe Lintas.
The account is pegged at an estimated Rs11 crore. The incumbent agency is Hakuhodo Percept, which had won the account from RKSwamy/BBDO in early 2004.
Style Spa has more than 90 outlets across the country. The brand foresees a shift in the Indian psyche towards acceptance of ready-to-use furniture, especially amongst the burgeoning upper middle class. Style Spa Furniture started operations 10 years ago and pioneered the concept of ready-to-use
A media pitch for the account has also taken place, the results of which will be announced soon, maintain Style Spa officials. The media agencies that participated in this pitch were Lodestar, Mindshare, Lintas Media Group and Allied Media.
The brand's advertising was always print-led, but now will venture into other media, including TV, and have a pan-India presence.
Now BTL activities will be executed to push the brand and reach the consumer. At the store level, walk-ins are precious and need to be converted into opportunities.