Following a multi-agency pitch, Vishaka Communications has bagged the creative duties for the Gem , the white goods and electronics brand. It is learnt that some four agencies, including Vishaka , made a pitch for the account.
Gaurav Bhutani marketing director says, “Vishaka was giventhe business on the basis of its strategy and understanding of the targetgroup.” Vishaka is also believed to have displayed in-depth knowledge of consumer insights and consumption patterns in India.But what won the day for Vishaka was its sparkling out of the box creative presentation that was thought through 360 degress across all media.
“SinceGem was a powerful brand in the early 80’s is making a big comeback ,thistime not only with Refrigerators but also with Televisions ,Microwaves and Washing machines, we had to devise creative strategies that workacross the platform in a powerful and unique manner” says AbhimanyuMishra chief creative officer of Vishaka
Bishakha Saha ,MD strongly feels “this category,has some of the biggest brands with the deepest pockets with a very high SOV,so we had to look at terrorist approaches to give the Gem brand a fightingchance in the segment, in fact the ability to work out cost effective, out of the box ideas is what gives Vishaka the edge when it comes to buildinghard core Indian brands.”
“ Vishaka’s ‘terrorist’approach has created some very powerful Indian brands like Luminous ,Okaya, Frankfinn and Tez to just name a few” says AbhimanyuMishra.
The media mix is likely to include mass media (television, press, radio and outdoor)as well as ambient media.
For more information, contact: AS Raghunath 9899116011
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