businesses - Mother's Recipe and In-Orbit Mall - have moved from Bates Enterprise to Triton; earlier, Neelkamal Plastics had also shifted agencies to keep with Anil Sanjeevan, who left Bates to join Triton, Mumbai, as executive director in February 2006.
The size of the Mother's Recipe business is around Rs 5-6 crore. For the record, Mother's Recipe is a known brand of pickles and 'papads'. Triton plans to use the conventional media - television, print and radio - without any major change in the advertising strategy.
The In-Orbit business has been won by Triton on a retainership basis. In March 2006, In-Orbit had called for a pitch, which saw the participation of agencies such as Alok Nanda Communications and Saints and Warriors, the advertising agency promoted by Pushpinder Singh.
Commenting on why Triton was chosen as the advertising agency, Sanjeevan says, "We had a better understanding and insight of In-Orbit's requirements. We had finely analysed its strengths, which will help us in creating a strong visual identity for it and also help increase the number of foot-falls in the mall." The media mix for In-Orbit will consist of promotional events, print and outdoor advertising in the main.
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