Asian Paints reviews creative duties for Royale, Tractor Emulsion

Asian Paints is in the midst of reviewing its creative duties for two of its interior paint brands, Royale and Tractor Emulsion. The combined media spend on both these brands is estimated to be around Rs 15-20 crore, as per industry sources.

The agency currently handling Royale and Tractor Emulsion is Contract, which has also participated in the pitch to retain the business. Apart from Contract, the other agencies in the fray are believed to be Leo Burnett and Grey Worldwide. However, Asian Paints is quite satisfied with Madison Media (which handles the media duties for all Asian Paints brands) and is not looking for a change as far as its media agency is concerned.

For the record, O&M handles the entire Asian Paints portfolio apart from Royale and Tractor Emulsion. Rumour has it that O&M, too, has pitched for the interior range, but a confirmation of this could not be obtained from either Asian Paints or the agency.

A source within Asian Paints informed agencyfaqs! that both Royale and Tractor Emulsion are showing a healthy sales growth, “but we want a breath of fresh air to be infused into the creative strategies for these two brands, which is why we are looking to change our creative agency”.

For the record, Asian Paints operates in 22 countries and has 29 paint manufacturing facilities in the world, servicing consumers in over 65 countries. Besides Asian Paints, the group operates around the world through its subsidiaries, Berger International Ltd, Apco Coatings and SCIB Chemicals.

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