Communications has won the creative as well as media duties for National Plywood. The account is estimated to be worth around Rs 2.5 crore. No official pitch was called for the business.
A Kolkata based agency handled the business much earlier, but the company has not employed an agency for a long time since then.
Piyush Periwal, vice-chairman, National Plywood, says, "Promodome Communications will provide complete communications solutions to our brand and the focus is to reposition and promote a brand that has been dormant for a few years now."
Varinder Kant, vice-president, Promodome Communications, says that his firm is looking at revamping the image of the brand in the market.
He says, "For the last four or five years, National Plywood had made an exit from the industry. While it was away, there were many spurious brands that emerged and took advantage of the trust and popularity that people had invested in the brand."
He adds, "With the revival of the brand, there is a need to communicate the brand value of the product. We also have to educate consumers so that they stay away from the fakes."
Kant reveals that they have opted for print for the time being, but will later move to television as well as a vehicle of communication.
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