Publicis has bagged the creative duties for Digjam Suiting, a unit of Birla VXL Ltd. The pitch for the business, which happened in mid-April 2006, saw four-five agencies in the fray, including Bates Enterprise, Contract, TBWA, and Saints and Warriors.
The size of the business is expected to be around Rs 8-10 crore and the incumbent agency was Grey Worldwide.
Publicity Parlour, Ahmedabad, was the agency which was handling the media duties for Digjam Suiting till last year. The current media agency is still to be decided upon.
Commenting on why Ambience Publicis was chosen over the others, Rajiv Pal, general manager, sales and marketing, Digjam, says, "The approach which Ambience provided for Digjam was much superior and in line with what we wanted in terms of brand strategy and creative outlook. It definitely did better work than the others."
Rajiv Sabnis, chief operating officer, Ambience Publicis, says, "What drove our work for Digjam in the presentation was the sheer passion of the team while working on the pitch. We were able to lay the path immaculately and it will now provide direction to the brand for future communication."
As far as the media mix is concerned, Digjam will be looking at all the mass communication media, including television, print, radio, outdoor and various other forms of promotional activities.
For the record, Digjam is a high-end fabric brand reputed for its finish and quality with a large presence in the domestic market. The company manufactures over 3,000 design-shade combinations every year.
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