MUMBAI: Ogilvy India‘s Mumbai office has won the creative duties for the retail chain Home Centre in Middle East and North Africa. This was a result of a multi-agency pitch that saw the participation of several creative agencies from India.

The incumbent agency on the account is a local agency in the UAE.

O&M Mumbai and Kolkata president Navin Talreja said, "We are delighted to have won the mandate to partner with Home Centre for the MENA region. This is a significant addition to our roster of international businesses and work that we do for Global Markets from Ogilvy Mumbai. Coming on the back of our global recognition as ‘Most Effective Agency Office Globally‘ in the 2012 Effie Effectiveness Index, this truly fuels our ambition to become the agency office for the world."

O&M South Asia executive creative director Sumanto Chattopadhyay said, "It‘s both challenging and exciting to play outside one‘s home ground. That‘s the opportunity that Home Centre offers us. Working on the pitch made us realize that client and agency are on the same wavelength in terms of pushing for communication that breaks new ground. I look forward to a long and fruitful association."

O&M will be working towards building a strong brand with a global voice that cuts across all markets in the Middle East and North Africa region. This will require O&M to develop a 360 degree brand campaign.

Home Centre DGM brand and marketing Rohit Bhatia said, "Ogilvy is the name behind some of the most memorable ad campaigns for brands across diverse categories. Post reviewing their work they seemed to best understand our current business needs and were therefore our preferred choice. We are happy to have them on board and look forward in creating some great work together."

Started in 1995, Home Centre‘s business idea is to transform ‘houses‘ into ‘homes‘. What started with a single store in Sharjah, UAE has grown to a network of 80 stores occupying three million square feet of retail space.