has appointed Maitri Advertising Works, Chennai, to advertise its new product, MF 5245 di Planetary. The pitch for the business took place around two months ago. The media duties for the business are managed in-house by the client. The estimated advertising spends are in the region of Rs 2.5-3 crore.
Commenting on the development, Vineet Joshi, deputy manager, strategic marketing, TAFE, says, 'Whenever there is a new model in the market, it is compared to its predecessors and competitors with respect to its technical specifications. Therefore, the communication for most tractor products tends to be a bit technical. Maitri suggested ways by which we could form an emotional connect with the farmer, keeping in mind the technicalities.'
Adds Sajan Abraham, managing director, Maitri Advertising Works, 'Maitri was able to understand the target audience suitably, which worked very well for TAFE. It's a good start for us and we look forward to better growth figures as compared with the previous year.'
Other recent wins for Maitri Advertising Works are Space Hospitals' Telemedicine initiative, KG Builders (real estate) and the Paul John Group's 'Boutique All Suites Hotel' in Bangalore. The media mix for all these businesses will be mainly press advertising. The estimated combined size of the businesses is around Rs 3-4 crore.