multi agency pitch, TBWA India has bagged the creative duties for the UK based Hallmark Group. The pitch was called in the month of April and agencies from Mumbai and New Delhi participated in it.
Hallmark Group is a specialist in commemorative precious metal stamp replicas. It is a new concept in India. TBWA will provide Hallmark strategic communications solutions for an entry into India. The agency's mandate is to devise solutions across all communication areas such as advertising, direct marketing, online communication and public relations.
The development has been confirmed by Ajay Sachdev, director operations, India, Hallmark Group. Says Sachdev, "The integrated communications capability of TBWA India and their insights on the Indian consumer helped us decide in their favour. We are looking forward to partnering them in India."
Says Nirmalya Sen, senior vice-president, TBWA India, "The degree of national pride in each Indian is now the highest it has been since Independence. As we rejoice the firm and long strides the country is taking, it gives us great pleasure that the first product we will launch for the Hallmark Group in India is the Pride of India collection. It is one of the most fascinating products that we have ever handled and we'll be delighted to help make it a success."
The Hallmark Group's first project to be launched would be a crème de la crème collection that would showcase India and capture world famous icons/personalities, events of significance, monuments with great heritage value, etc., all of which evoke a sense of pride in being Indian
Sen adds that the concept is new in India and TBWA will undertake a complete integrated approach to promote it to all kind of audience here in India. Sen, however, refused to divulge the media mix or the advertising budget.