Organosys has awarded the creative duties of JivanJor, the company's woodworking and footwear adhesives business, to Contract Advertising, Delhi.
The company has earmarked an amount of Rs 8-10 crore as advertising spend. Nearly half of this will be allocated for below-the-line activities.
There were around 12 agencies in the fray, which included national-level agencies such as Contract, Lowe, Euro RSCG, Rediffusion DY&R and Percept D'Mark, and even Delhi-based agencies such as K-Factor and Oxygen.
Of these, three agencies - Contract, Euro RSCG and K-Factor - were shortlisted for the final round of presentation. The brief from the Jubilant Organosys was to define JivanJor as a unique brand of a distinct and serious nature.
JivanJor Adhesives and wood finishingsOn appointing Contract as its creative partner, Anando Mukherjee, president, polymers, Jubilant Organosys, says, "We were looking for some path-breaking work and not the follow-the-leader kind of advertising. Contract performed on a different platform altogether and proved it that its efforts would be able to generate interest and face competition too."
Jubilant Organosys has products across various categories. It faces competition from Fevicol in the adhesives category, and Asian Paints and MRF in the wood and PU finishes category. Jubilant Organosys also owns the brand Domino's Pizza in India, for which Contract has been handling the creative duties for some time now.
The business was handled by Percept D'Mark in 2002-03. However, for the next two years the company did not advertise the brand.
Talking about this win, Surajit Roy, senior vice-president and branch head, Contract, Delhi, says, "It is great that the client has recognised the kind of effective work we have delivered for Domino's Pizza, and has relied on us to carry forward this brand as well. We are excited to be a part of this category."
Jubilant Organosys is also looking for a media partner and has shortlisted two agencies to handle its media duties. The outcome is yet to be announced, though.
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