Everest Integrated Communications has won the creative and media duties for premium detergent band Impact, and utensil cleaning bar and powder Nip. Though the agency won the business without any competition, Everest, nonetheless, had to make a full-fledged presentation to the client.
Impact and Nip move from Triton Communications. However, Triton continues to service the other two detergent brands from Fena - Para and Fena, the flagship brand.
While company executives remained tight-lipped on the size of the business, informal conversations indicated that billings would be substantial as major promotional plans were underway for both the brands.
Impact, which competes with players such as Surf Excel and Ariel, has hardly been visible in the last one year. In that respect the task at hand for the agency is to make the brand more prominent.
Rajeev Rakshit, branch head of Everest's Delhi office, said the agency would devote a special focus in relaunching the Impact brand. "When Impact was launched about two years back, one of its main USPs was its pricing. As a premium detergent brand, Impact at Rs 99 was a clear preference over Surf Excel and Ariel for many price-conscious homes."
"However, with the MNC brands cutting down their prices drastically, the erstwhile price advantage is all but gone," he said. The company and agency would now, therefore, work on relaunching Impact with a new price point, a new formula, and a new packaging, Rakshit explained. The new campaign for Impact and Nip will be spread across television, print and below the line, he added.
As for Nip, which competes with Vim, the strategy is to reinforce its position in the market.
Apart from Everest's extensive plans with the brands, the win is interesting because of the back and forth movement of the brands between Everest and Triton. Everest had won Nip and Fena in 2001 and later on, Impact and Para. Two years hence, in 2003, Impact and Para moved to Triton Communications, while Nip and Fena remained with Everest. Later, even Fena and Nip moved to Triton, leaving Everest with no Fena business. Everest has, of course, won back the Impact and Nip brands now.
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