multi-agency pitch, Everest Brand Solutions has bagged the creative duties for the JK Tyre truck radial business.
The other agencies in the fray were Dentsu, iContract, Bates and G-3 Communications. According to industry estimates, the size of the business is worth around Rs 10 crore.
Confirming this development to agencyfaqs!, Rajeev Rakshit, general manager and vice-president, Everest Brand Solutions, says, "Our win can be attributed to our uniqueness of approach. The usual approach for any advertising agency is to look for a 30-second TVC or a 100 cc print advertisement."
He explains, "In our presentation, we explored opportunities other than these two mediums. Our approach as an agency is to focus on the idea rather than to think of the roll out and the medium."
He continues, "Besides, the sheer enthusiasm of the team also influenced the client. The composition of our team is such that it has young people who bring energy and enthusiasm and commitment to the table and that rubs off on others."
Vikram Malhotra, senior general manager, truck radial group, JK Tyre, says, "Everest Brand Solutions won the account because they matched the parameters for which we were looking. Though Saatchi & Saatchi was handling the account two years ago, there has been no agency in particular handling it for the last one year."
Malhotra declined to comment further on the exact parameters that were used in choosing Everest. The brief for the agency was to educate fleet owners, who are the major customers for the company. The secondary brief was to promote JK Tyre, a pioneer brand in the tyre segment.
For the record, Contract Advertising continues to handle all the other brands of JK Tyre, including passenger cars, the truck bias range, farm tyres, the LCV (light commercial vehicle) range, motor sports and other initiatives.
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