It seems that 2006 & #BANNER1 & # is proving lucky for Quadrant Communications. In a significant development, the agency has bagged three prestigious businesses. These include Voltas Corporate, Godrej FairGlow Soap and Tata Motors Regional. The combined size of these three businesses is said to be around Rs 50 crore.
Quadrant will also handle the below the line duties for Tata Motors Regional. However, the media duties are still to be finalised for Voltas Corporate and Godrej FairGlow Soap.
BN Garuda Char, general manager, corporate communication, Voltas, says, "We will take Quadrant's help to decide on the media agency."
He adds, "Worldwide, over the last few years, Voltas has undertaken massive air conditioning projects such as the Hong Kong airport and the Emirates Mall in Dubai. So, we want to portray Voltas as an expert in global cooling solutions rather than just another air conditioner manufacturer."
This is the first time that the company has hired an advertising agency to handle its corporate identity. Meanwhile, Euro RSCG will continue to handle Voltas Refrigerators.
Noshir Desai, president, Quadrant Communications, says, "We have clear positioning concepts in place. We will position Voltas as a 'global cooling expert'. Thus, we will strengthen Voltas' equity in India by leveraging on their cooling expertise."
The media mix for FairGlow and Voltas Corporate will broadly include television, press, outdoor, radio and, more importantly, as the agency stresses, events, PR, creating brand visibility at retail outlets and other below the line activities.
"As far as Tata Motors is concerned, we will partner them to sell their entire bouquet of cars in the semi-urban market, which is growing very rapidly," says Rajan Narayan, vice-president, Quadrant Communications, Mumbai.
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