Lowe, Kolkata, has
bagged the creative duties for SRMB Udyog Ltd, a steel re-rolling mill based in Kolkata. There was no formal pitch held for the business but the company was reviewing advertising agencies on a one-on-one basis, checking their credentials to ascertain if they could handle its brands efficiently.
The size of the business is estimated to be around Rs 6-8 crore. Lookad Advertising, a Kolkata-based agency, was the incumbent agency for SRMB. This agency will continue to handle the media buying duties for the same.
Incorporated in the year 1951, SRMB Udyog today owns three units in West Bengal and has a promoter, builder and distributorship network spanning across 15 states in India. The yearly turnover of the company is approximately Rs 350 crore.
Out of other steel products owned by SRMB, Lowe would currently concentrate on promoting and educating the target audience about SRMB 500+ X Ribs. These are the new machine-made, X-pattern ribs, manufactured in collaboration with Germany-based Thermax. They result in greater strength in construction in comparison to a normal TMT (thermo mechanically treated) bar, ensuring supreme bonding between concrete mixture and the steel bar.
Education about the product will be imparted to consumers through workshops, seminars and establishing demonstration units in public places and dealer shops, which will allow consumers to see for themselves and compare the quality of X Ribs with their competitors.
Commenting on the win, DK Guha, vice-president, Lowe, Kolkata, says, "We presented the client with both advertising and non-advertising ideas that will help build a brand image for the company. We also provided them with innovative strategic insights on customer relation management and how to go about educating consumers and establishing a distinct identity for their brand in an already cluttered market of similar products. We will be reorienting the market completely to institute a separate identity for the brand."
Ashish Beriwal, marketing director, SRMB Udyog, adds: "We reviewed a lot many agencies before actually deciding on Lowe. They were very practical in their approach and showed a lot of potential for nurturing and building a brand from scratch."
The media mix for SRMB will consist of television, radio, print, outdoor advertising and other promotion activities. However, outdoor advertising will play a key role in the promotion of its products.
Some of the other brands handled by Lowe, Kolkata, are Berger Paints, Eneous Lubricant by Tide Water Oil, The Oberoi Grand, TTIS, WBIDC (West Bengal Industrial Development Corporation), Polar Fans, IIJT (Indian Institute of Job-oriented Training), Attitude Furniture and Jessop.
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