Cell has announced the setting up of its Bangalore operations, which are going to commence next month. Swapan Seth, CEO, Equus, says, "The plans to lay the foundation stone in Bangalore have been on the cards for a while now."
With the announcement of the new branch comes the announcement of new business wins for the yet-to-be launched branch. It has won the communication duties for the Whyte & Mackay brands under the UB Group, Asipac, a real estate marketing company, and Taj's Food and Beverages in Bangalore. The estimated cumulative size of the three businesses is upwards of Rs 20 crore.
Seth says that in spite of having the plans to set up this new office in his mind for quite some time now, the urgency came once he had business in hand for the branch.
The agency has bagged the three businesses without participating in a formal pitch process. The Whyte & Mackay business comes to the agency based on its work for Kingfisher Airlines, the group's airline brand. The agency has been handling the brand for two years or so. Equus has also been handling the Taj Food and Beverages business in Delhi for two years.
The communication for the Whyte & Mackay business could involve a mix of new media, and Equus will not rely only on traditional media. Asipac is looking for a multimedia campaign. Taj will have a balance of local and national advertising for the Bangalore hotel(s).
Equus is also eying big players in the Bangalore market to avail of its communication services. As far as appointments for the new branch are concerned, Seth confirms that appointments have been made and finalised, but he was not willing to comment further on it.