Dentsu Marcom is certainly making a reputation for itself. Going by the agency's recent
spate of successes, it seems that every time the agency pitches for a business, it does with a simple conviction that it has to get the account.
The agency has just been appointed as the creative partner for Catch spices and mouth freshener PassPass from the DS Group. The media duties continue to be handled by the DS Group.
The size of the business is 'fairly large', inform agency executives, however a figure was hard to obtain. But the enthusiasm at the Marcom office is a good indication of the value of the business.
Both the brands came the agency's way in a non-pitch scenario; Dentsu Marcom had directly approached the client. "The client awarded the business to us on account of our focused strategy and the way we function as an agency," explains Rajesh Aggarwal, COO, Dentsu Marcom.
Prior to the movement, the two brands, Catch Spices and PassPass, were in the care of Mudra Communications. But the agency had decided to give them up. "We had amicably parted ways with DS Group," informed Hemant Misra, president, Mudra Communications. It was in January this year that Mudra had won the business.
The Catch brand includes two product lines - the table sprinkler and the kitchen range. Incidentally, the Catch brand of natural spring water is handled by Street Life, the agency set up by ex-Bates hand, Shovon Chowdhury.
Moving on to the immediate task at hand for Dentsu Marcom, Aggarwal says, "The DS Group is going to get very aggressive in both the product categories. Therefore, to that end, the communication plan will straddle mass-media and below-the-line activities. Ours will be a 360 degree approach with a lot on emphasis on road shows."
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