Rediffusion Y&R bags creative business of Au Bon Pain

Rediffusion Y&R, Kolkata has won the creative duties for Au Bon Pain, a US-based chain of casual dining and bakery cafes which plans to launch across the country soon.

Spencer’s Retail, part of the RPG Enterprises, tied up with Au Bon Pain in July 2008 to launch the chain across the country. Au Bon Pain plans to set up 100 standalone cafes in the next two years in the country.

Speaking to Campaign India, Shivaji Dasgupta, business head and branch manager, Rediffusion Y&R, Kolkata said, “This year, we will focus on the Bangalore market where the brand will launch first. We are looking at intensive multi-engagement consumer contact. We will use a lot of unconventional media and there will be less focus on the traditional media like print. We will also look at consumer touch-points and in-store advertising.”

Samar Singh Sheikhawat, VP – marketing, Spencer’s Retail said, “Rediffusion Y&R have been part of Spencer’s journey for almost three years now, and we have seen work of an exceptionally high standard on that. Awarding them the ABP account was a natural progression of the faith and trust we have in the team, and we are confident that we will see the same quality of work on this business as well.”