Mumbai: Media Mantra on Monday bagged the PR mandate for Archies to drive its corporate communications strategy in the country.
Media Mantra, as a PR partner, will take the responsibility of aligning regional communications and reinforcing Archies’ market leadership in India. They will work on Archies’ corporate reputation and awareness, amplifying its visibility, strategic communication counsel, and overall public relations and media relations.
Media Mantra will also be instrumental in developing effective stakeholder engagement strategies, brand positioning, and external communication management. Archies’ latest appointment is in line with its vision to inject new inspiration and creativity into the renowned brand, foraying into emerging markets and extending its long history of success in the country.
Media Mantra founder and director Udit Pathak said, “It’s a matter of great pride for Media Mantra to partner with a legacy brand like Archies. Acting on our role as strategic advisers, we intend to apply our vast knowledge and expertise to execute innovative, disruptive, and high-impact PR campaigns that will create a positive impact on Archies’ business in India.”
“With our 10th anniversary around the corner, Media Mantra has carved its own niche as a leading multi-practice and full-service PR and digital media agency across sectors. D2C is one of our strong practice areas, and the current mandate will help consolidate this practice even further. We are excited to support Archies in its bid to enhance their visibility, credibility, and prominence in the media ecosystem at large, and amongst their target audience in particular,” he added.
Archies’ executive director Varun Moolchandani said, “From a firm that just sold cards, Archies has come a long way to establish itself as a full-fledged social expression enterprise. We’ve been the trailblazers of India’s gifting ecosystem for 44 years on the back of our ability to keep innovating and improving our offerings.”
He further added, ” Building on the same vision, we’ve roped in the services of Media Mantra to help us reposition our brand and amplify our presence in the country. We look forward to a long-term and mutually beneficial relationship with them.”
Founded in 1979, Delhi-based Archies has been in a league of its own, with its chain of offline and online stores being synonymous with greeting cards and popular for special occasion gifting. Having begun by selling greeting cards and gifts, the well-established company has only grown with the modern culture, increasing urbanisation and improving standards of living. It currently operates with over 250 franchises and 230+ exclusive outlets, named Archies Gallery, which are spread across 120 cities and six countries.
With sentimental value driving its brand appeal to all age groups and demographics, Archies has now reduced its dependence on greeting cards, diversifying into new categories. The firm, currently, boasts a diverse portfolio comprising different and unique products like artificial jewellery, crystalware, chocolates, soft toys, perfumes, grooming products, and their recent foray into the skincare and beauty segment.
