multi-agency pitch, Leo Burnett has bagged the creative duties for Tribhovandas Bhimji Zaveri (TBZ); the media duties have gone to Group M's Motivator. The account moves from Dentsu Marcom, which was handling both the creative and media duties for TBZ thus far. The size of the business is estimated to be around Rs 8-10 crore.
The creative pitch had McCann-Erickson, RK Swamy/BBDO, David and FCB-Ulka in the fray, in addition to Leo Burnett. Media Works and Motivator were the two agencies competing for the media duties.
Incidentally, this is the second business in the last one year which has moved from Dentsu to Leo Burnett (HDFC Standard Life moved to it in late 2005). Kiran Dixit, head, advertising, TBZ, remarks, "We required a separate media and ad agency, as the service is more organised and specialised that way."
It is learnt that TBZ has upped its budgets for advertising dramatically this year because it wishes to establish a new positioning.
Confirming this, Dixit says, "We are the original TBZ brand and, with similar names on the scene, there is a need to position our brand as 'the' original one."
Although the positioning strategy is still being worked out, TBZ will definitely play the 'innovation' and 'originality' card, as it is one of the oldest players in the jewellery sector. Founded in 1864, TBZ has various outlets in Mumbai and Hyderabad and plans to expand to other cities soon.
Gayatri Gogate, brand director, Leo Burnett, adds that it is necessary to give TBZ a clear and distinguished positioning, considering the fact that other players in the category, particularly branded jewellery products, are getting quite aggressive in their advertising.
The media mix is likely to include press, outdoor and television (the latter at a later stage) as well as below-the-line activities at the local level.
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