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

As part of the creative thought process, Katha Mediatix will create the entire brand personality of the retail store along with visual merchandising for the brand. The campaign budget would be close to Rs 35 million approx to start with.

Katha Mediatix chief creative officer Pabitra Roy said, "Mobile Plus is a platform for consumers who are mobile and technology savvy to have a unique experience with the brand. 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."

Mobile Plus director Ranjeet Chaudhury added, "Mobile Plus will also cater and penetrate aggressively into rural segments since 65 per cent of the mobile handset sales 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."

Katha Mediatix EVP strategic alliance Aniruddha Pal said, "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 also be experiential marketing executed for proper brand engagement. There would be ATL campaigns with communication regarding special services of the store and the campaign would start in the early financial year.