Pure Home+Living appoints IBD India for Brand and Creative services

Newe Delhi: Pure – Home+Living have roped in IBD India, a Percept Hukuhodo Company to handle their Brand and Creative services. The size of the business is said to be between Rs. 8-10 crore.

Pure – Home+Living, a retail brand of DLF Brands, has been on the lookout for a creative agency. The brand had called for a multi-agency pitch wherein the brief constituted of establishing Pure – Home + Living, as amongst the leading players of contemporary home furniture and accessories brand in the Indian home fashion industry and lifestyle accessories.

Speaking on the occasion, Ambika Nair, Head Marketing, DLF Brands spoke on why they chose IBD, “It was the agency’s in-depth understanding of the market and their overall business approach towards our brand that assured us that they understood our goals. Therefore we see this development in sync with the company’s plans to focus on growing its business in the Indian market.”

IBD India will work on the strategy and creative deliverables of Pure- Home + Living. To start with, IBD will be focusing on launching Pure – Home + Living & making it a preferred brand in the Home Décor space, an over-cluttered market with numerous players in both the organised & unorganised formats.

Commenting on winning the duties for Pure – Home+Living, Jyotsna Chauhan, COO-, IBD India, said, “The focus is to break the clutter and create a differentiated positioning for Pure. Giving the new age men & women, the power to “Refine, Express and Match” their life’s aspirations. Our campaign aims at extending the essence of Pure to match the changing needs across genders & tastes.”

Pure – Home + Living opened the first flagship store in February 2011, in Delhi. The store offers a wide range of home furnishings, lighting, bathware, glassware products and living products, and is built around an area of 20,000 square feet. Following its success in New Delhi they have opened stores in Mumbai and Bangalore. According to several media reports, the company plans to launch 30 new stores in the next three years, and is looking at an overall investment of Rs 200 crore for these stores.

IBD India, a Percept-Hakuhodo company, is an Integrated Brand Development Company and specializes in providing holistic solutions across the brand spectrum- from advertising, films, identity management to interactive media and other touch points.. The agency’s client list includes names like Panasonic Flat Panel Displays, Lumix Digital Cameras and Camcorders, Taj Hotels,Tupperware,Saks, Pure – Home + Living, K Raheja Corp, Omaxe, Catch Spices, Chennai Silks, and APC, to name a few.

Leave a Reply