RK Swamy/BBDO to handle Faber Castell

RK Swamy/BBDO has bagged the creative as well as media duties for Faber Castell, a German manufacturer of writing instruments, founded in 1761. The pitch for the business was held around two months ago and saw the participation of agencies such as Bates, David and Dentsu.

The media duties will be handled by the agency’s media arm, Media Direction. The size of the business is estimated to be around Rs 4-5 crore.

When asked about what went in favour of RK Swamy/BBDO, Sasidharan, associate general manager, RK Swamy/BBDO, says, “We identified the shortcomings in the communication of Faber Castell, which was its low visibility. Our presentation focused on providing effective solutions to this problem in the form of creative as well as marketing strategies.”

The advertising activities will concentrate on Faber Castell Pencils, which is the flagship brand. The agency plans to lay emphasis on the brand’s positioning and visibility. Television will dominate the media mix, which will otherwise also comprise print and below-the-line activities.

For the record, RK Swamy/BBDO used to handle the advertising duties for another writing instruments brand, Luxor, a long time ago.

“Though this category is not new for RK Swamy, it sure is challenging to propel this international brand to a higher position in the market,” affirms Sasidharan.

A month ago, RK Swamy had bagged the Sriram Transport account and the agency has signed actor Dharmendra as the brand ambassador for the account.

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