MUMBAI: Promart Retail, a chain of stores based on the discounted retail chain and value format concept, has decided to go with IPG’s McCann Erickson as its creative agency. This is the first time that Promart planned to hire a full-fledged creative agency.

The agency’s Mumbai office will handle the account. Up until now, the creative duties for Promart were being handled by an in-house team. As a part of this mandate, McCann Mumbai will be responsible for all brand communications.

The development is the result of a multi-agency pitch process that was held in Mumbai.

Promart MD Ashish Garg said, “We are happy to have McCann as our creative partner as the agency will be responsible for providing 360 degree creative inputs on print, store visuals and retail merchandising to start with. McCann has a proven track record in building iconic brand strategies which will help elevate the positioning of our brand.TV and social media will be looked upon at a later stage as we are a relatively new and are a growing brand.”

Promart CEO Punit Agarwal said, “We were quite impressed with McCann, as after a multi-agency pitch, they came across as the best choice in terms of understanding the brief and what they could bring to the table. Their innovative approach to positioning brand Promart helped the agency clinch this win. The new concept of Promart’s business was easily understood by the team and we feel their level of understanding is aligned with our strategic roadmap. Hence, we feel they will do justice to our brand.”

McCann Worldgroup India executive chairman, CEO and chief creative officer Prasoon Joshi said, “We are thrilled to work with Promart as it’s a brand that seems to be on a new journey in the retail space. The team’s bold ambition excites us and together we will democratize apparel in a world where fashion has always been about exclusivity.”

McCann Mumbai has diverse expertise in servicing clients across categories. Some of their clientele list includes Johnson and Johnson, Marico, Nestle, Coca-Cola, L’Oreal, Cathay Pacific, Aircel, TVS, Britannia and Master Card.

Lifestyle retailing brand Promart bought out the IP and assets from Provogue in November 2011 and targets the youth in the age group of 15-25 years with providing discounts all through the year. Promart houses over 50 brands which include Levis, Pepe, Lee, Wrangler, Spykar, Gini and Jony under one roof.