multi-agency pitch, Percept H has bagged both creative and media duties for artd'inox. The size of the account is estimated to be around Rs 2 crore. The incumbent agency was Triton Communications. Triton and two other agencies also participated in the pitch.
artd'inox is a lifestyle product brand from the house of Jindal Stainless. It offers stainless steel products that are contemporary in design and targeted at the urban Indian consumer. The products range from office desk accessories to kitchenware, tableware and bathroom accessories.
Commenting on why artd'inox called for a pitch, business head Sugato Bose says, "The brand has grown in the last two years and we have been very focused in our communication strategy. The need now is to bring in a fresh thought process and a new outlook to the brand. This is where Percept H steps in with the promise of new energy infused into the brand."
Bose adds, "We are looking at broad-basing our clientele, but set within our core values of superior quality and design in the niche product segment."
Amitava Mitra, vice-president, Percept H, Delhi, says that the media mix will focus primarily on print, though he did not rule out electronic at a later stage. About their win, Mitra says, "The business is both intellectually and creatively stimulating. The product itself is sophisticated and akin to a piece of art made in steel, which gives us various creative opportunities to explore."
He adds, "Though steel utensils are perceived to be mundane, the USP of artd'inox is that it is stylish and adds glamour to a home. It is meant for a select clientèle and our communication during the pitch presentation aimed at that select TG."
For the record, artd'inox markets its products in retail stores across Indian and foreign markets. The products are available in more than 300 retail outlets across the country. artd'inox has also been aggressively tapping the foreign market with exports to all major countries, including Canada, the UK, the US and Australia. The company's plant at Rohad has the capacity to produce 40,000 units per year.
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