bagged the creative business-to-business (B2B) duties for the Pune-based design and engineering company, Bharat Forge, which is a flagship venture of the Kalyani Group. The media duties will be handled by Initiative. The size of the business is around Rs 2 crore. The account will be serviced out of Quadrant, Pune.
Confirming this development, Anirudhha Oka, associate vice-president, Quadrant, says, "The client had approached us a couple of months ago to make a small display unit for them at the Pune Expo. They seemed to like our work, so they signed us on as their ad agency as well."
Oka adds that the client also appreciated the B2B work that Quadrant did for the Kirloskar Group companies, Kirloskar Brothers and Kirloskar Oil and Gas. All this helped it zero in on Quadrant to handle its B2B advertising.
The communication for Bharat Forge will essentially address the business community and professionals. The media mix includes corporate brochures, print ads in select business magazines, trade journals and financial publications, exhibitions, manuals, brochures and DM.
For the record, Bharat Forge is a full-service supplier of engine and chassis components. It is one of the largest exporters of auto components from India and a leading chassis component manufacturer globally, too.
The company has manufacturing facilities spread over eight locations and five countries - two in India, three in Germany, one in Sweden, one in Scotland and one in North America. Bharat Forge manufactures a wide range of safety and critical components for passenger cars, commercial vehicles and diesel engines. It also manufactures specialised components for railways, construction equipment, oil and gas and other related industries.
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