By SONALI KRISHNA
Indiantelevision.com Team

MUMBAI: After inviting nine agencies for a creative pitch, retail major Globus has decided to shake hands with Euro RSCG. Company executives estimate the approximate ad spend of Globus would be between Rs 100 - Rs. 120 million.

Rediffusion, Contract, Enterprise Nexus, O&M, Ambiance were some of the agencies in the fray.

The move to have a full fledged creative partner comes after the retail major decided to go in for an image change to become a fashion label from just being a retail destination or a store. The plan ahead is to up the number of outlets to 50 from the current five over the next three years.

Speaking to Indiantelevision.com, Euro RSCG associate vice-president Vikas Kumar says, " The whole idea is to change the image of Globus from a shoppers' stop to a fashion label. The primary message being connecting with the youth where the target audeince is between 18 - 24 years of age."

Kumar added that the company is looking at people who want to be in the fashion arena, but cannot afford designer labels. Hence, the concept of providing affordable fashion.

Since music is known to connect to various age groups, Globus would be looking at using music as a strong "binding factor." The underlying theme: confident styling.

Commenting on the whole positioning initiaive, Globus GM, brand development, Surajit Mitra points out, " Euro RSCG seemed to be the best fit as its creative inputs were in line with our future brand building initiatives."

Pointing out that Euro's experience in building brands has been successful in the past, Mitra adds, “ We are a youth brand, which is into fashion apparels, and have been trying to build the brand through both below the line and above the line activities."

Euro RSCG has successfully handled some brand building accounts like that of Sony channel.

Globus' media plan this year will primarily focus on print and outdoor and also invest more on radio, Internet and non-traditional media.

Interestingly, till three years ago, Globus depneded on an outside agency for creative work, which was O&M. Then handled the creative work in-house in the interim, before deciding early this year to seek outside help again.

Euro RSCG will be partnering with Globus and coordinate with the store's in house creative team. Mitra added that the media business of Globus might be awarded to Euro RSCG's media wing, MPG.