NEW DELHI: More Retail Ltd has awarded the creative duties of its chain of supermarkets to Madison BMB, the creative arm of communication group Madison World.

As part of the mandate, Madison BMB would be responsible for translating the customer value proposition for More supermarkets into a consumer-facing brand essence. This would then be carried forward into an integrated GTM creative approach that would include ATL, BTL as well as digital creative solutions. Madison BMB would also look after the development of in-store VM in More supermarket outlets across the country.

Supermarkets CEO Sashi Gumma said, “We were looking at a communications specialist who would demonstrate deep insights into our evolving category and had creative acumen to understand our consumer value proposition. In Madison BMB, we found an accomplished and energetic team that could relate to our vision for More supermarkets and draw up a growth path for our brand in the form of a clear and sharply defined communication plan.”

Madison BMB CEO & CCO Raj Nair said, “More Retail is a force to reckon with. Its ambitious growth plans for supermarkets are reflected in its meticulously mapped buyer behaviour and insightful product assortment. What we’ve done is infused simplicity, relevance and an in-depth understanding of local tastes and culture into the brand story, particularly in the topical context of safety and health. We look forward to providing ample food for thought on this very exciting and fulfilling brand journey.”