multi-agency pitch, Crayons Advertising, Delhi, has won the creative as well as media duties of Secure Meters Ltd (SML). The agency will provide integrated communications solutions to SML, which is one of the leaders in metering solutions in the power sector. The account size is believed to be around Rs 3 crore.
Deepika Bhansali, manager, corporate communications, SML, says, "We invited three agencies for the pitch. We decided to go with Crayons because they translated our thinking into a creative and catered exactly to our requirements."
She adds, "What expedited†our decision was their 360-degree approach towards communications."
"SML has never taken to communicating through†advertising earlier†even though we are leaders in†this†category. Right now we are looking for a brand positioning, not only in the power industry, but also in the national market," she says.
Ranjan Bargotra, president, Crayons Advertising, says, "We will focus on creating corporate visibility for the client. For this, we will concentrate primarily on print and outdoor and explore opportunities in these two areas."
For the record, Secure Meters introduced the concept of electronic meters in India and continues to come out with innovative metering solutions. The company, which is a leader in the category and also has a global presence, is now looking to enhance its corporate image in the media.
SML has entered into a strategic alliance globally with PRI, UK, to form the 'entity' consortium. The consortium structure is designed to provide both strength and flexibility and offer innovative products in the fastest possible time.
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