Worldwide, Bangalore, has bagged the veneers and plywood brand, Archidply, and the media duties have gone to Grey's media arm, MediaCom. The other agencies in the fray were RK Swamy/BBDO and Mudra.
It is learnt that Grey and MediaCom were selected after two rounds of presentations. The company has planned an advertising spend of around Rs one crore, but this figure is expected to shoot up by next year.
Rajiv Daga, director, Archidply, says, "Grey displayed a sense of total commitment, which we liked. That commitment was backed by a strong creative idea and positioning."
He hints that the long-term plan for the brand is to change its positioning from a mere plywood brand to a more overall, holistic approach to homes.
Sanjay Menon, associate vice-president and regional creative director, Grey Worldwide, Bangalore, claims, "We have a very different way of thinking, and we are planning to do something which hasn't been explored in this category before."
The media mix will initially involve press and trade (dealer) level activities, and TVCs may figure later on.
For the record, the Archidply Group has been in plywood manufacturing for more than 25 years. The group, with a turnover of about Rs 50 crore, has grown from a small saw mill to a modern up-to-date wood panel manufacturer with a network of branches and dealers across India.
Besides using modern manufacturing equipment at their factories, the group invests heavily in research, development and laboratory facilities.
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