multi-agency pitch, Beehive Communications has been appointed the integrated communications partner for the Chitralekha Group. The mandate includes creative duties for all the group brands, all media spends and all PR activities around the group. The account is pegged to be worth Rs 3-4 crore.
Mitrajit Bhattacharya, publisher, Chitralekha Group, says, "With the changing expectations of our consumers, we began feeling the need for a concerted and coordinated effort that encompassed all our communication."
He adds, "We felt we needed an agency that would take up the challenge of creating and executing communications and take our brands forward. But in doing so, it had to be careful to retain the very qualities that have given us our leadership position in the past. In Beehive, we believe we have found the perfect level of commitment and partnership."
Sanjit Shastri, CEO of Beehive, says that though the Chitralekha Group has been a leader in its category for almost five decades, now the shift is on building the brand and strengthening its position even further. For this, the media mix would entail print, radio, Internet and outdoor in addition to television.
Himanshu Thakkar, executive director, Beehive Communications, says, "The challenges that the Chitralekha Group places before us are just what we need to showcase our capability in this competitive environment. We recognise the onerous responsibility as we are working on brands that have been leaders for decades, but we are committed to doing what it takes to achieve the brand objectives."
Recently, Star Cruises retained Beehive Communications as its AOR (agency of record) after a multi-agency pitch. The creative duties of Star Cruises were already being handled by Beehive Communications.
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