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Grey to handle USL Wines

By , agencyfaqs! | In Advertising | April 18, 2007
The company has planned a spend of approximately Rs 5-7 crore for the brand


United Spirits & #BANNER1 & # (USL) Wines, a 100 per cent subsidiary of the United Beverages (UB) Group, has appointed Grey Worldwide as its creative agency. USL is the wine business of the group and will make available to consumers various Indian and international wine brands.

Sanjay Roy, general manager, marketing, USL, says, "Our association with the agency is in conformationwith our effort to compete well and expand the wine market, and not simply acquire a share. The communication will enable customers to make more informed choices.We look forward to creating and strengthening our brand equity in this segment, which is nascent at the moment."

Grey has won the business following a multi-agency pitch. The agencies on the group's roster are JWT, Mudra, Rediff and SSC&B Lintas. As a result of this win, Grey has joined the bandwagon. Out of the four roster agencies, only two were invited for the pitch, the names of which could not be ascertained.The size of the business is estimated to be in the region of Rs 5-7 crore.

Nirvik Singh
Nirvik Singh, president, South East Asia, Grey Global Group, adds, "USL Wines is an exciting brand for the agency to handle, as it is a different product category altogether. We shall not only cater to the client's advertising needs, but also assist them in shaping and realising their vision."

USL wishes to focus largely on below-the-line activities, considering maximum direct consumer engagement with a view to stimulating trial of the product.

Harikrishnan, GM, Grey Worldwide, Bangalore, says, "This category offers great challenges. At certain price points, the category virtually needs to be created. We will be partnering the client from the inception stage, researching market feasibility and offering integrated marketing communication solutions."

Last year, USL Wines acquired Bouvet Ladubay, a French wine brand, and plans to launch a couple of brands from that stable. Not forgetting Zinzi, which shall be the entry-level wine brand launched by the company.

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