Intelenet, a joint venture between HDFC and Barclays Bank and a leading player in BPO and IT consultancy services, has consolidated its creative business with rmg david.
The agency has also secured the business of Nitco Paints, an associate company of Nitco Tiles.
Josy Paul, country head, rmg david, told agencyfaqs!, "Intelenet is a vibrant company. Here you have a brand, that's young, innovative and open-minded. I can easily predict that Intelenet is going to be the brand of the future. It's a huge reservoir of untapped knowledge."
Paul has already created a short film on the Intelenet brand and its areas of core expertise for the European market.
Important markets for this BPO include the US, the UK and Canada. The company provides cost-effective solutions to organisations, irrespective of geographical boundaries.
Paul asserts, "There's a David in Intelenet because the company is attempting to position itself in a way which is different from most BPOs. A lot can be done on the brand since there's a young team on board. The people we are dealing with at Intelenet are completely in sync with the rmg david spirit."
Nitco Paints, a member of the Nitco group, is one of India's leading manufacturers of exterior paints and coatings.
Paul says, "Our winning the Nitco Paints business is testimony to our exceptional work on Nitco Tiles. The paints business is one that is dominated by huge exterior players such as Asian Paints and Nerolac. The challenge lies in the correct positioning of the brand. Nitco is a company that thrives on innovation and it is willing to experiment with fairly new ideas."
Paul is unwilling to give details about when the campaign is likely to break. "Right now, our immediate focus is on developing the right strategy for the brand, and understanding the market a little better. We are also dealing with the various channel partners, such as distributors, at the ground level in order to get a feel of the brand."
agencyfaqs! also contacted Sanjiv Batra, director, Nitco Group, who said, "Paints has traditionally been a low involvement category. The challenge before us is to circumvent this fact. We will be using print and regional channels in our campaign."
The estimated size of the exterior paints market in India is Rs 500-600 crore. The industry is growing at 10-15 per cent per annum. Nitco Paints is primarily focussed in the west and south of India and has an approximate market share of 20 per cent. © 2005 agencyfaqs!