MUMBAI: O&M Kolkata has won Tata Steel’s Retail Initiative business, following a multi-agency pitch.
 

 
The other agencies in the fray were Bates 141, Grey, JWT, Lowe and Rediffusion DY&R.
 
 
The business revolves around a multi brand steel mall - 23,000 sq ft of space that focuses on home and home décor. The mall will be launched in Kolkata shortly.
 
 
Steel as a category is normally targeted at the B2B consumer. But the new Tata Steel Retail Initiative division has decided to change the rules of the game to make consumers see steel in a new light. Thanks to this pioneering move, Kolkatans can look forward to a wide array of home improvement products made primarily of steel.
Spearheading the pitch was Sharmista Dev, who recently moved from O&M Mumbai to head the Kolkata office. Dev has been with O&M for more than a decade and has worked across many national businesses – Levers, Onida, Asian Paints and IBM, to name a few.

"Winning the Tata Steel Retail Initiative business close on the heels of acquiring the West Bengal Aids campaign has reinstated our visibility in Kolkata - a factor that eluded this branch of O&M for a while. This is a clear demonstration of our creative and 360 strength in a medium sized office such as Kolkata," Dev said.