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Dentsu India bags creative duties of kids' brand Toonz Retail

02, June, 2017

Bureau, New Delhi

Dentsu India will ideate and develop the main brand campaign and design the creative of Toonz tactical campaigns throughout the year. The campaign will be launched as a pilot in Karnataka and based on the response it will spread across India.

Dentsu India has won the creative mandate for Toonz Retail India, a kids' retail shop with over 100 stores across 50 cities in 15 states. The full-service creative agency from Dentsu Aegis Network will be responsible for the complete creative mandate of Toonz.

Toonz Retail is a one-stop shop for all the needs and occasions of kids, from 0-12 years. Conceptualised in 2010, Toonz opened its first store in Bangalore.

Sharad Venkta, MD and CEO, Toonz Retail India, appreciated the creative ideas that were brought to the table. He said, "Hiring a creative agency is a big step for us. This is the first time we have hired a professional agency. The past year has been phenomenal in terms of business expansion for us. Our store count increased exceptionally well with almost 30 stores getting added in 2016. Also, we have plans to take the count to 200 in the next three years. It's the right time for us to take the brand to the next level, create awareness of the brand in a larger way and showcase our strength."

Due to these aggressive expansion plans, the brand wanted to hire a formal creative agency. Venkta added, "We felt the need of a professional agency to communicate our brand value to further build trust among the parents and the customers. Dentsu's ideas were creative, had a human connect and were in line with our thought process. We are looking forward to work with the team and hope they will effectively communicate our key brand attributes."

As a part of the creative mandate, Dentsu India's scope of work for Toonz Retail includes ideating and developing the main brand campaign, which goes with the ethos of the brand along with designing the creative of Toonz tactical campaigns throughout the year. It will be Dentsu's responsibility to ensure that communication in all campaigns is in line with the core essence of Toonz, which is it is a one-stop shop for all the needs of kids. Toonz Retail's brand campaign will be launched as a pilot in Karnataka and based on response the campaign will be launched pan India. The campaign will be launched across TV, print, radio and OOH medium.

Simi Sabhaney, CEO, Dentsu India, said, "It's always a pleasure to partner a client who is so driven and ambitious. We look forward to building brand Toonz together and taking it to greater heights."

The business will be led out of the Mumbai office of Dentsu India.

"Toonz presents an interesting opportunity for Dentsu in a category where most brands follow a cookie cutter approach in their communication, we, at Dentsu, believe that there is scope to infuse some newness into this category through differentiated communication and initiatives," said Sharmila Malekar, Branch Head, Dentsu Mumbai.

Tags :  Dentsu India Toonz Dentsu Aegis Network Bangalore Mumbai Karnataka OOH Out-Of-Home

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