TBWA India bags the creative duties of Platinum Guild International

TBWA India, Mumbai, has bagged the creative duties for Platinum Guild International. The pitch for the business happened in late July, this year and Contract Advertising was the incumbent agency. Other agencies in fray for the account could not be ascertained. The media buying and planning will continue to be handled by Maxus.

According to industry sources, the estimated size of the business is around Rs. 10-12 crore.

Vaishali Banerjee, head, Platinum Guild International India, says, “TBWA’s ‘Disruption’ process has exemplified the way in which our brand performance can deliver extraordinary results and go beyond the ordinary. We see reinforcing Platinum values in the market, in a positive light.”

Commenting on the win, Kurien Mathews, director, TBWA India says, “We obviously showed a deeper understanding of the client’s business with intricate insights. With our process of ‘Disruption’ we will be changing the conventional approach of advertising the brand in the market.”

Narayan Kumar, executive director and head of Disruption Practice, TBWA India, says, “Platinum is about rarity. And for us it is one of those rare moments where the work presented for the presentation during the pitch, will go all the way in the actual market. There should be no doubt of Platinum finding its warranted niche in India.”

The media mix for Platinum will mainly involve print, outdoor and below-the-line activities. The electronic medium may be utilised at a later stage.

For the record Platinum Guild International (PGI) was founded in 1975 and has its headquarters in London. Other offices in world's major jewellery markets include China, Germany, Italy, India, Japan and the USA.

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