Promodome Communications has bagged the creative and media duties for the Jindal Group. The size of the business, which comprises Jindal Photo Ltd (Fujifilm), Jindal Polyester and Passion - My Cup of Tea, is estimated to be worth around Rs 5 crore. Fujifilm was earlier handled by Triton.
Amber Paintal, head of advertising and PR, Jindal Group, says, "There was no formal pitch, but we did shortlist a few agencies after reviewing their work. We liked Promodome's presentation and decided in their favour."
He adds, "In the past, we have done a mass media campaign with Aishwarya Rai for Fujifilm, but. recently, we have changed our strategy and are now looking at leveraging our strengths among amateur photographers."
Paintal continues, "The brief is to come out with a creative that hinges on six photographers whom we have shortlisted. The idea is to impart the knowledge of photography to amateurs."
Passion - My Cup of Tea is a complete tea bar offering different variants of tea. It is a new retail venture from the Jindal Group with two outlets in Delhi - at Vasant Vihar and Saket. The activity will centre around the two outlets.
Jindal Polyester's advertising is mainly corporate advertising, aimed as an image-building exercise around the time an IPO is announced.
According to Varinder Shahkant, vice-president, Promodome, "We see a lot of scope in the retail market. With coffee bars mushrooming at such a rapid rate, the predominant tea-drinking population needs tea joints. This is a fast-growing trend that will surely catch on. Besides, Fujifilm is a very exciting brand to work on and both these accounts from the Jindal Group have great creative potential."
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