An official release informs that the agency won the account in a competitive multi-agency pitch. The other agencies in the fray were O&M, Lowe, Contract, Capital, Percept and Mudra. This is Leo Burnett Delhi's fifth new business win in the last four months, following the acquisition of Atlas Cycles, National Geographic Channel, Zee News and a project on energy sharing across South Asia.

Aerens Gold Souk president GS Pillai said, "We chose Leo Burnett Delhi over the other agencies for several reasons. Our decision was based on Leo Burnett's understanding and grasp of the concept of the souk, the way they developed the strategic direction, and finally the sincerity, commitment and interest shown by each member of the Leo Burnett team."

Leo Burnett Delhi's vice president Ali Imran added, "We are very excited about being given the opportunity to work with Aerens Gold Souk. The gold souk is a revolutionary concept and will definitely be a landmark in Indian retail. It is both a privilege and a challenge to be a part of the brand-building process, and we are looking forward to working with the client and making it a success."