TCI scouts for a creative partner for its golden jubilee celebrations

By , agencyfaqs! | In Advertising | April 03, 2007
The TCI Group is looking for a creative agency to handle its various brands, including XPS. Contract was handling the creative duties earlier. The pitch was called because the client wanted a fresh perspective

In the

middle of last year, TCI (Transport Corporation of India) awarded its creative duties to Contract Advertising, but for reasons unknown, the relationship did not last. Eight months later, TCI is again scouting for agencies. Contract was working mainly on the XPS account - the door-to-door courier service of the TCI Group.

The company is expecting the new agency to play a larger role. It wants a fresh perspective on its brands, and also wants to roll out a corporate campaign as the company completes 50 years in 2008.

Says K Prabhakar, president and chief executive officer, XPS, "We have some big plans up our sleeve for when the group completes 50 years in 2008."

K Prabhakar
When asked about its relationship with Contract, he said that the company shares a great relationship with the agency, and that the work it had produced was also satisfactory. However, being a small company, TCI is now looking for an agency that can spend more time on this account."

Four agencies are believed to be in the fray for this business, but their names couldn't be ascertained. TCI says it has allocated Rs 8 crore for advertising, which is more than when the business had moved to Contract.

The company is looking at numerous brand building activities to reach out to traders, homes, SMEs and consumers in the last mile. The company has been using signage and vehicle brandings as media platforms in the past, besides television and print media. A similar media plan is expected to remain in place in the new scheme of things.

The TCI Group was set up in 1958 and, besides XPS, the door-to-door courier service, it owns brands such as TCI Seaways and the flagship company, TCI, which is a transport organization.

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