Paperboat Brandworks Bags Creative Mandate for Croma

Dated: March 30, 2017

The Tata group's Infiniti Retail has appointed Mumbai-based creative agency Paperboat Brandworks, as the creative AOR for its electronics retail brand, Croma. The account moves from Lowe which has handled the brand since its launch in 2006.

Commenting on the agency appointment, Ritesh Ghosal, Chief Marketing Officer, Infiniti Retail, said, “We have worked with Paperboat on a project basis off and on and have developed a warm relationship and faith in their ability to do justice to our mandate. We look forward to a productive partnership with Paperboat.”

Commenting on the win, Arijit Ray, Co- Founder & Managing Partner, Paperboat Brandworks, said, “Croma has been a true Pioneer in the Electronic Retail space and we are thrilled to win the creative mandate. The kind of consumer-centric initiatives the marketing and technology teams are putting in place in the Omni-Channel marketing arena, is really heartening. We are looking forward to an enduring relationship and creating some refreshing work on the brand.”

Commenting on the win, Arindam Sengupta, Co- Founder & Managing Partner, Paperboat Brandworks, said, “We are really excited to win the Croma AOR. Croma has evolved into one of the finest Consumer retail brands in the country. The plans are really aggressive and forward-looking. We are looking forward to working closely with the marketing team to build the creative footprint for the brand to help realise the marketing objectives”

Commenting on the win, Raju Gondhlekar, Co-Founder & Managing Partner, Paperboat Brandworks, said, “The importance of a consistent design and visual language in the competitive electronic retail space will only increase. We are looking forward to this opportunity of working with the marketing team in creating a powerful visual code for the brand to help bring to life the numerous innovations that are on the anvil.”



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