Be positive 24 wins M&M retail chain and Tag Group accounts

Chennai-based creative agency be positive 24 has recently won the accounts of M&M retail chain and TAG Group’s semi-formal wear brand, Alexander.


TAG Group is a garment chain based in South India which now plans to expand nationally. The account size for the Alexander brand is estimated at around Rs 1 crore. Be positive has designed the print and outdoor campaigns, while a TVC is scheduled to go on air soon.

Speaking on the new account, Sandeep Makam, Managing Partner, be positive 24, said, “We have already become very comfortable working for the retail sector, and with this account we are working in a totally new geography, which is going to add on to our experience further.”

M&M is a retail chain based in Andhra Pradesh, with its major outlets spread across the state. The company claims to be in the expansion stage and plans to open stores outside Andhra Pradesh. The account size is estimated at around Rs 1 crore. Be positive has adopted a 360-degree approach to promote M&M. Other than print ads, a TVC is already on air on TV9, TV5 and CNBC channels.

Abhishek D Shah, Managing Partner, be positive 24, said, “With these accounts, we have tried to expand our scope to every aspect of retail branding. We have won these accounts without any pitch preceding them. We are already known for specialising in the area of retail branding and quite a few big accounts of Chennai’s retail brands have knocked on our doors after contemplating moving out of the big agencies in these times of recession.”

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