MAM
Grey to handle Pigeon’s creative mandate
MUMBAI: Bengaluru-based home appliances manufacturer Stovekraft has awarded the creatives duties for its brand Pigeon Home Appliances.
Grey‘s Bengaluru office will be in charge of the account which includes the brand‘s complete product portfolio.
Sources peg the account size at Rs 300 million.
Mindshare holds the media mandate for the brand.
The pitch for the account was initiated nearly a month back and included five agencies apart from Grey – Contract, Rediffusion Y&R, Lowe, Percept and Euro RSCG. The final round of the pitch included Lowe, Percept and Grey.
Confirming the news of the win to indiantelevision.com Grey South VP and branch head Hari Krishnan said, “As a category, the home appliances segment has very few brands that are present at a national level and Pigeon is one of them. The brand communication will be aimed at consolidating Pigeon‘s presence and visibility across India.”
The agency plans to carry a 360 degree media campaign for Pigeon over time, though the immediate focus will be on traditional mediums like TV, print and outdoor. “In this case, retail will also be a very important touch point with activations and store promotions,” adds Krishnan.
Brands
Zepto sets up mini delivery hub at AI Summit
Quick commerce goes live at venue with 1,700 daily orders
NEW DELHI: At a summit devoted to the future of artificial intelligence, quick commerce quietly stole the show at ground level. Zepto set up a compact Delivery Hub at the India AI Impact Summit, turning the venue into a live demonstration of instant retail in action.
Built at roughly one third the size of a standard 4,000 sq ft dark store, the scaled down hub was engineered for speed. Despite its smaller footprint, it was stocked with more than 10,000 stock keeping units curated specifically for summit attendees. From mid morning cravings to late afternoon slumps, the shelves were primed for every possible need.
Till Wednesday, the hub was processing an average of 1,700 orders a day. Lunch hour emerged as the clear rush period, as delegates swapped panel discussions for paneer puffs and product demos for Diet Coke. Snacks topped the order charts, followed by tea and other beverages.
Among the fastest moving items were samosas, plain Maggi, chicken puffs, Bisleri packaged drinking water bottles, Coca-Cola Diet Coke cans and Lay’s India’s Magic Masala potato chips. In short, comfort food met cutting edge tech.
The on site hub gave attendees near instant access to essentials without stepping outside the venue. More than just a convenience counter, it served as a real time case study of how technology led operations can power seamless commerce even at large scale events.
While speakers debated how humans and intelligent systems will co create and co work, Zepto offered a practical reminder that sometimes the smartest innovation is simply getting a hot snack into hungry hands, fast.
