The Coconut & #BANNER1 & # Development Board (CDB) has empanelled MAA Bozell, along with four other agencies, for the next three financial years. The other four are Magnum, Stark Communications, Madras Advertising and Jelitta Publicity. According to officials at CDB, 14 agencies were in the fray for the account. This panel of five was finalised in the middle of January 2007.
MAA Bozell, Madras Advertising and FCB Ulka were the three agencies doing the advertising for CDB till last year. While MAA Bozell and Madras Advertising have been empanelled again, FCB Ulka has lost out. The size of the business is approximately Rs 5 crore.
CDB is a statutory body established under the Ministry of Agriculture, Government of India. It focuses on the development of coconut cultivation, increasing productivity and diversifying the range of products.
According to Jacob Thomas, head of operations, MAA Bozell, Kerala, "We were able to identify and suggest new ways for using tender coconut water. We also suggested merchandise for coconut vendors and a promotional vehicle to promote the use of coconut water throughout the city."
The other two businesses that have been won by the agency's Kerala branch are Anzera Properties and Ortho-Care Products. Both the companies were looking for a marketing communication specialist who could offer a 360-degree communications solution. The combined size of both businesses is about Rs 2 crore.
Basheer Ahamad, chief operating officer, Anzera Properties, says, "We will be launching three brands (apartments, villas and commercial complexes) in Kochi. Based on our USP of design and endurance, we wanted to differentiate our brand and put it in a separate league altogether. MAA Bozell was successful in suggesting a suitable solution for our requirement." The media mix for Anzera Properties will focus on internet advertising on real estate portals. The other media it will use are print and outdoor.
Ortho-Care Products is run by its founder Dr Pathrose Parathuvayalil. It manufactures, markets and exports a spectrum of orthopaedic appliances and crepe bandages. The mandate for MAA Bozell is to create a lasting brand pull for Ortho-Care Products. The media mix for the company still has to be worked out.
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