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Saints and Warriors ends the year with three new businesses

By , agencyfaqs! | In Advertising | January 02, 2007
The three businesses are Elf Lubricants, Zee's WWIL (Wire and Wireless India Ltd) and Amul Innerwear. The combined size of all these businesses is estimated to be Rs 18 crore


Saints and & #BANNER1 & # Warriors, the advertising agency launched by Pushpinder Singh mid-2006, has enough reason to celebrate. The agency has ended the year with three new businesses. The three businesses are Elf Lubricants, Zee's WWIL (Wire and Wireless India Ltd) and Amul Innerwear. The combined size of all these businesses is estimated to be Rs 18 crore.

What's interesting is that the Elf Lubricant business has moved from Ambience Publicis, the agency at which Singh headed the creative function before he launched Saints and Warriors. Elf Lubricants has a portfolio of eight-10 brands in India, of which only two brands are being advertised currently, Performance Discovery meant for heavy motor vehicles and Moto 4 Gold for two wheelers.

Pushpinder Singh
In the communication strategy for the latest TVC for Performance Discovery, the agency has played the cost-saving card, talking about how the lubricant helps save one litre of diesel every 100km. Moto 4 Gold enhances the engine life of 100cc, four-stroke bikes by 33 per cent. Starcom is the AOR on this account.

Zee's WWIL business was won following a multi-agency pitch held in Mumbai in mid-November 2006. The immediate mandate on this account is to promote the services of WWIL in the post-CAS era through print, outdoor and radio. As the brand is in the brand building stage, television is not being used as of now. Only when the brand becomes known at the national level will it be advertised on TV. The media buying and planning for the business are with Motivator.

The Amul Innerwear business had three agencies pitching for it, O&M, Law & Kenneth and Saints and Warriors.

Saints and Warriors has also won the business of Navneet Publications; the size of the business is estimated to be Rs 2-3 crore. The media duties on this business will be handled by OMS. This is the first time this brand is being advertised.

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