Katha Mediatix bags Mumbai based Mobile Plus brand
23^rd December'11, Mumbai

Katha Mediatix has won the brand consulting mandate for Prabhat telecom promoted brand Mobile Plus which is a multi brand mobile, accessories retail brand.

As part of the creative thought process, Katha Mediatix is going to create the entire brand personality of the retail store along with appealing visual merchandising for the brand.

Confirming the news to afaqs! Pabitra Roy, Chief Creative Officer, Katha Mediatix, says, "Mobile Plus is a great platform for consumers who are mobile and technology savvy to have an unique experience with the brand and its a mass brand where the platform is ultimate value based offering for mobile handsets,accessories,DTH and personalised customer service. The creative positioning stands that consumers will always find something more or something plus whenever they engage with the brand. Creatively there is a great scope of work since its categorically not a brand that it speaks only to youth but there are a varied sets of TG and everyone has different aspiration,tastes,likings and lifestyle thus creative communication with them needs to be extremely impactful yet luring!

Mobile Plus will also cater and penetrate aggressively into rural segments since 65% of the mobile handset sells are taking place in the rural catchment areas where aspirational level is increasing constantly. Currently we are setting up stores in Mumbai and parts of Maharashtra and then we plan to have stores in major metros before the national communication plan gets initiated comments Ranjeet Chaudhury Director Mobile Plus.

The media strategy would primarily involve 4 phase communication plan starting with regional communication where the communication would be to prospective distributors and dealers and then there would be aggressive BTL promotions. The communication would be revolving around driving traffic while education and creating awareness about the store. There would enough experiential marketing executed for proper brand engagement. There would be strong ATL campaigns with communication regarding special services of the store and the campaign would start in the early financial year says aniruddha pal – EVP strategic Alliance – katha Mediatix.

Mobile Plus aspires to have more than 200 stores pan india by the end of 2012 fiscal year.

The campaign budget would be close to 3.5 cr approx to start with.

Katha Mediatix has won the brand consulting mandate for Prabhat telecom promoted brand Mobile Plus which is a multi brand mobile, accessories retail brand.

As part of the creative thought process, Katha Mediatix is going to create the entire brand personality of the retail store along with appealing visual merchandising for the brand.

Confirming the news to afaqs! Pabitra Roy, Chief Creative Officer, Katha Mediatix, says, "Mobile Plus is a great platform for consumers who are mobile and technology savvy to have an unique experience with the brand and its a mass brand where the platform is ultimate value based offering for mobile handsets,accessories,DTH and personalised customer service. The creative positioning stands that consumers will always find something more or something plus whenever they engage with the brand. Creatively there is a great scope of work since its categorically not a brand that it speaks only to youth but there are a varied sets of TG and everyone has different aspiration,tastes,likings and lifestyle thus creative communication with them needs to be extremely impactful yet luring!

Mobile Plus will also cater and penetrate aggressively into rural segments since 65% of the mobile handset sells are taking place in the rural catchment areas where aspirational level is increasing constantly. Currently we are setting up stores in Mumbai and parts of Maharashtra and then we plan to have stores in major metros before the national communication plan gets initiated comments Ranjeet Chaudhury Director Mobile Plus.

The media strategy would primarily involve 4 phase communication plan starting with regional communication where the communication would be to prospective distributors and dealers and then there would be aggressive BTL promotions. The communication would be revolving around driving traffic while education and creating awareness about the store. There would enough experiential marketing executed for proper brand engagement. There would be strong ATL campaigns with communication regarding special services of the store and the campaign would start in the early financial year says aniruddha pal – EVP strategic Alliance – katha Mediatix.

Mobile Plus aspires to have more than 200 stores pan india by the end of 2012 fiscal year.

The campaign budget would be close to 3.5 cr approx to start with.