141 Worldwide, the marketing services company of the & #BANNER1 & # Bates Group, has added another account in its kitty - Bharat Shell. Though the size of the business could not be ascertained, agency executives say it is substantial.
Charulata Ravi Kumar, country head, 141 Worldwide said, "The win is a great opportunity to work on a category that does not enjoy the luxuries of FMCGs. And finding new avenues and strategies will be the way forward."
Bharat Shell (a JV between Shell Overseas Investments B.V and Bharat Petroleum Corporation) has appointed 141 for its automotive lubricants - Shell Helix and Shell Rimula. To that end, the agency will be employing its expertise in business-to-business to provide additional support to the marketing drive.
"It's an interesting challenge," says Nirmallya Roy Chowdhury, director - marketing services for 141. "Lubricants is an important product for the user but with very low understanding. We will be creating opportunities for product experience. We want to educate the buyers on how to judge product superiority."
Enumerating on the mandate for 141, Anuradha Bhavnani, brand & communication advisor, Bharat Shell (Middle East & South Asia) says, "The mandate is to incorporate the best national and international business practices and standards in pursuit of our objectives. Shell Helix and Shell Rimula, our leading global brands, have already become popular and are witnessing high trade interest and excellent market performance. We will seek to keep this momentum going and strengthen our marketing mix further."
So what will 141 bring to the table in India? "We will need to communicate through the entire chain and not restrict it to the end-buyer. The education and information osmosis will have to happen at every level of interaction with the brand," says Kumar.
141 Worldwide is part of the WPP Worldwide Network. It is a fully integrated media-neutral, complete solution provider with core skills in through-the-line marketing, customer relationship management and trade marketing strategies, event management, promotions, brand consultancy and brand and retail architecture designing - all under one roof backed by proprietary techniques, tools and knowledge sharing in many categories with its vast worldwide network.
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