multi-agency pitch held around two months ago, which saw the participation of around 10 agencies, Bates Enterprise has bagged the creative duties for the diamond studded gold jewellery brand, Akansha, recently launched by Fine Jewellery. The media buying and planning for the brand will be done in-house.
In its initial phase, Akansha will be advertised only in Mumbai and Delhi, but it will gradually move to national level advertising once it has established its hold in the market.
Commenting on the win, Charulata Ravi Kumar, executive vice-president, Bates Enterprise, says, "Our approach to the brand was unique and we were able to position it in a way that it stood out from other jewellery brands and created a differentiation. We used our global tool, Change Point Planning, to understand and evaluate the various change points that would impact the brand and accordingly crafted a strategy around it."
Jagdeesh Shivdasani, vice-president, marketing and sales, Fine Jewellery, says, "The consumer insight that Bates has worked out instantly forms a connect with the target audience and is very relevant in the context of Indian women. Unlike other high-end jewellery brands, Akansha will cater to the middle segment of the branded jewellery market."
The media mix for Akansha will comprise of all the conventional media, including television, print, outdoor and radio, along with other promotional activities.
For the record, Fine Jewellery, which was established in 1989, is one of the largest exporters of diamond jewellery from India. The company follows strict quality control norms and holds ISO 9001:2000 certification.
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