Marketing
Mumbai agency wins Frooti and Bailley accounts after a stiff pitch
Sabil Francis
agencyfaqs!
NEW DELHI, December 24
The Mumbai-based Everest Integrated Communications Ltd has bagged the prestigious Frooti mango drink and Bailley Mineral Water accounts, after a stiff battle.
Besides Everest, Parle Agro had invited top advertising agencies like Euro RSCG, Mudra, SSC&B, Interface and TBWA Anthem to pitch for the Frooti account. Everest made the pitch in early November.
What tilted the scales in Everest' favour, according to a company spokesperson, was the cutting edge creative and path-breaking strategy, which included innovative media usage. Though company officials were tight lipped on what the exact communication strategy would be, Shabnam Panjwani, vice president and manager, Everest, Mumbai, says "all that can be said is that by using media (beyond the atypical mass media) creatively, the campaign reaches out to the audience in a manner that is closest to life and least like 'advertising"'
The company made only one presentation, taking a single idea that would be apt for all kinds of media, and also for promotions, events, and outdoor advertising.
Says Milind Dhaimade, creative director, Everest Communications, Mumbai, and the person that the company credits with having won the account, 'the idea was completely radical, yet we were convinced that this was the only way to go, and fortunately so was the client',
The others who are involved with the campaign are Samir Chonkar - creative group head, and Wilbur d'Costa who is the copywriter.
Following this success, Everest also bagged the Bailley Mineral Water account in a separate pitch. While Frooti is the largest selling soft drink in the tetra pack segment, Bailley is number two in mineral water.
Collectively, Frooti and Bailley have come as a shot in the arm for Everest. Industry sources estimate that the business gain for the company is at least Rs 20 crore, and also a major boost in its client list. Recently, SOTC awarded Everest the advertising account of its Happi Holidays division.
Among the other brands that Everest is the advertising agency for are Bagpiper Whisky, Honda, Emirates, Parle-G, and National Panasonic that are already associated with Everest.
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