Exide Auto Trade, the automotive battery division of Exide Industries Limited, has initiated some key changes in its advertising portfolio. & #BANNER1 & # Business has been segregated on the lines of product and brand advertising, and its agency roster has a new member in Triton Communications with incumbent Rediffusion DY&R bowing out.
Triton will focus on "brand enhancement", informs P Kataky, president, Exide Auto Trade. The other incumbent, Equus Red Cell, however, stays put with the mandate to do product advertising for both the car battery as well as motorcycle battery businesses.
"We've decided to implement these changes because Exide has become so generic to the category that there is hardly any recall for its sub-brands," Kataky says.
Till now, advertising at Exide's automotive battery division was distributed on the lines of Exide's product portfolio, with Rediffusion in charge of the flagship car battery business, and Equus handling the motorcycle battery business.
About a month ago, Exide called for a pitch involving both the incumbents and challengers Leo Burnett and Triton. Following a series of presentations, the company zeroed in on Triton and retained Equus.
While product advertising will comprise a bigger share of Exide's overall spends, Kataky says, "in terms of importance, both product and brand advertising are on an even keel".
Kataky says that the new advertising is likely to break out "towards January" next year, and the overall effort will be a sustained one.
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