Publicis India bags Daawat Basmati and Guardian Lifecare

By , agencyfaqs! | In Advertising
Last updated : June 05, 2006
The cumulative size of both these businesses is estimated to be Rs 7 crore

Publicis India

has added two new businesses to its roster - LT Overseas' Daawat Basmati Rice and retail pharmacy chain Guardian Lifecare Pvt. Ltd.

The cumulative size of both these businesses is estimated to be worth Rs 7 crore. Publicis India has bagged these accounts on the strength of its past credentials.

Starcom India, which is also part of the Publicis Group, will handle the media duties for Daawat Basmati Rice.

Till date, Euro RSCG has been providing brand consultancy to Globus, while the creative duties were managed in-house. However, Media Planning Group (MPG) will continue handling the media duties for this account. For the record, Euro RSCG and MPG are both part of the Havas Group.

"Till date, Daawat Basmati has been positioned around its taste. While that positioning will be retained, the agency is trying to add a new dimension to it," explains Sandeep Madan, vice-president, Publicis India.

The communication will be driven largely by television commercials, with focused print advertising. Besides, Publicis will also handle the overseas communication in the 32 countries to which the brand is exported. For the overseas markets, the strategy will be to promote the heritage and superior quality of the brand.

The incumbent agency for Daawat Basmati was Brand Curry, while that for Guardian Lifecare was Equus Red Cell.

Guardian Lifecare has over 50 outlets in North India and it has huge expansion plans across the country. Publicis sees interesting communication options for the brand, be it through its retail outlets or a supplement that comes out with a national daily.

The retail chain is positioned as a 100 per cent trustworthy pharmacy, which sells genuine medicines. In the coming months, the retail chain is planning to get into other beauty and health products under the same brand and, here again, Publicis sees multiple opportunities in terms of communication tools.

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First Published : June 05, 2006
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