afaqs!

Bates bags the Bisk Farm business

By , agencyfaqs!, Mumbai | In Advertising | June 22, 2007
The Bisk Farm brand is owned by SAJ Industries, which manufactures and markets biscuits in eastern India. The advertising for the business is in the region of Rs 10-12 crore

Bates David & #BANNER1 & # Enterprise, Kolkata, has bagged the creative duties for Bisk Farm. The Bisk Farm brand is owned by SAJ Industries, which manufactures and markets biscuits in eastern India. SAJ Industries is now foraying into the retail food business and will be extending its bakery range from biscuits to cakes, cookies and more, apparently under the same brand range.

O&M was the agency handling the Bisk Farm brand till 2003. Since then, the brand's communication has been managed internally by Bisk Farm itself.

Bates David Enterprise will be responsible for building brand awareness and establishing the brand nationally. Initially, Bisk Farm will focus on the East, Kolkata to begin with, before expanding into national markets. The media duties for the business are being handled currently by a Kolkata based agency known as Look Ads. These duties may be reviewed later depending on the brand's needs. Bisk Farm's total advertising spends are estimated to be in the region of Rs 10-12 crore.

Vijay Singh, managing director, SAJ Food Products, remarks, "We shared a common brand vision with Bates David Enterprise with respect to our brand, Bisk Farm. Their understanding of our brand offering will complement perfectly with the retailing plans we have afoot."

Abeer Chakravarty
Commenting on the win, Abeer Chakravarty, senior vice-president, Bates David Enterprise, Kolkata, says, "At Bates David Enterprise, Kolkata, we have an understanding of the retail business, with specialised retail design expertise and capability built in-house over the years to serve clients such as ITC. For Bisk Farm, we provided a seamlessly integrated brand and retail architecture plan, which started from the branding and advertising and went right down to the layout of the stores, even its carry bags."

Subhash Kamath
To this, Subhash Kamath, chief executive officer, Bates David Enterprise, adds, "The instant snacks category is a fast growing one in today's resurgent economy. I see tremendous opportunities for some innovative 360 degree creative solutions coming out on this brand."

The first campaign will be launched by the end of September or early October this year. The media mix for the business will involve a lot of in-store communication activities and most of the conventional mediums of advertising, including television, print, radio and outdoor advertising.

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