afaqs!

Serum gets it first set of businesses

By , agencyfaqs! | In Advertising | December 01, 2006
The new businesses have been won, not through pitch processes, but through word of mouth


Serum Marketing & #BANNER1 & # and Communication Services has bagged four new businesses: Luminous Inverters, Godfrey Philips, Grandeur Real Estate and Globus Spirits. The size of the business is around Rs 2 crore.

As reported earlier by agencyfaqs!, Serum was launched by Abhinav Dhar and Ajit Hoon (of Dhar & Hoon fame) in collaboration with Chetan Marwah, after they parted ways with M&C Saatchi.

For the Luminous Inverters account, Serum is talking to consumers in three cities, Kanpur, Ludhiana and Delhi. It has been assigned the responsibility of carving out a totally new brand strategy. Marwah says, "We are going to change the game from focusing on tactical product-led communication to working on a strategic brand-led strategy for the client."

Chetan Marwah

Abhinav Dhar

Ajit Hoon
Godfrey Philips, which is to launch a new brand of cigarettes soon, will be given a brand positioning for which a few options will be worked out initially by the company. These options will then be thrown open to the consumers. On the basis of the consumers' grasp of the brand, a final decision will be taken on the positioning of the brand.

Grandeur, a real estate company, is going to launch a new property development firm and Serum will design it a corporate identity. The marketing consultancy has finalised a name for the new company and is now working on the positioning for the brand. Marwah says, "Whilst consumer needs are growing, real estate companies are still functioning like contractors. One needs to go beyond the value-based proposition to connect emotionally with the consumer. The consumer should not feel that he is buying space, but quality of life, and that's what we are here for."

Globus Agronics, an Indian bottling company, another new client of Serum, is looking for a new brand development for four of its brands. The marketing company has started work on one of the brands. It has rolled out two brand development ideas, out of which one received a positive response from the consumers, in terms of consumer research, and has led to the initiation of further work on the brand.

Stressing again on Serum's goals, Marwah adds, "We provide holistic solutions that are consumer led, consumer permitted and consumer articulated. The clients have purchased our philosophy of message optimising and we shall prove ourselves to be different from any other brand consultancy."

"We provide services to our clients on the basis of consumer insights and that's what makes us stand out. It is easy to position a brand in a new way altogether, but you need to walk that extra mile to get the consumers to talk about how they wish the product to be positioned, which will ultimately lead to a win," he says.

Among the services that Serum offers its clients are working on corporate identity, trademark identity, brand identity, creative platform development, concept development, new product development, campaign auditions, branding architecture (for an umbrella brand), merchandising strategy, environmental strategy, new market introduction and market share vitalisation.

2006 agencyfaqs!

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