MUMBAI: Mudra has won the creative duties for Home Solutions, the Pantaloon Group’s new retail venture. The account will be handled out of Mudra South.

Home Solutions Retail (India) Limited has just commenced operations, and aims at providing one-stop solutions for all matters of home building. The company has several formats, besides the mother brand - ‘Home Town,’ it also has brands for consumer durable electronics -‘Ezone’ and furniture – ‘Collection I.’ ‘Home Town’ includes a wide range of home solutions from tiles to fixtures through to designer services.

Mudra South executive vice president and head S Radhakrishnan said, "We are happy to have added yet another dimension to our client portfolio. It is an important win for us. It is going to be a challenging assignment given the retail landscape and we are looking forward to a great partnership and good work. Mudra South has had a series of good wins this financial year and it merely pushes us to do superior work. It is indeed a remarkable achievement for the Mudra team."

Mudra Bangalore executive creative director Jagdish Acharya said, "Retailing is a new category that is starting to boom in India. Home Solutions is going to be innovating even further and we will probably see real specialty retailing in large formats. So we have our work pretty much cut out. That is what makes the whole thing exciting. A large number of categories really do not have national level brand, or real good retail experiences on offer, furniture, for example. Home Solutions is looking for breakthroughs in this space. To my mind, there is a huge lifestyle approach that consumers are moving towards."

The campaign will be in phases depending on the markets of launch and includes a media mix of print and out of home solutions.

Headquartered in Bangalore, the various store formats of Home Solutions will have a national roll out starting from March. The large format store of ‘Home Town’ will be launched first in Noida followed by the other cities.

Home Solutions MD and CEO Raghu Pillai said, "Mudra is our empanelled agency for all the brand communications for Big Bazaar. They understand the consumer culture with great clarity. So, when we conceived of the idea of launching Home Solutions, we decided to award it to Mudra."