TBWA Group wins Bajaj Capital

By , agencyfaqs!, New Delhi | In Advertising | August 10, 2007
The size of the business is pegged at Rs 8-10 crore

Bajaj Capital, one

of India's financial planning and investment advisory companies has brought on board TBWA as its creative agency. The agency's mandate would be to look into the brand design, planning, providing and executing integrated solutions for investor education and creation of quality walk-ins at the many retail outlets of Bajaj Capital across the country.

Vishwajit Parashar, vice-president, marketing, Bajaj Capital, says, "The disruption philosophy of the agency and its expertise in going beyond the conventional modes of communication - above the line and below the line - were determinants in their selection. We are looking forward to using disruption with them to create a new future for brand Bajaj Capital."

The agency has won the business following a multi agency pitch, but the names of the participating agencies could not be ascertained. TBWA' s media arm will handle the media duties for the brand. mc2 was the incumbent, and had bagged the business in 2004. Prior to that, the account rested with O&M. The size of the business is learnt to be in the range of Rs 8-10 crore.

Commenting on the win, Nirmalya Sen, senior vice-president, TBWAGroup said, "Much has been said and done in this category for years. Yet, the penetration of something as commonplace as mutual funds is less than 5 per cent. The need for some disruptive thinking is obvious. And, in Bajaj Capital, we found a like-minded partner who was seeking to disrupt conventions in this space."

TBWA has added a number of accounts to its kitty recently - Afghan Wireless, Hallmark Group, Subex Azure and the Godrej SCA Hygiene. With six offices across the country, TBWA India has accounts such as Standard Chartered Bank, Bajaj Allianz, Adidas, Finolex, Pedigree, Afghan Wireless, National Geographic/History Channel, Henkel, Malayala Manorama, Zandu, Samsonite and Nivea in its kitty.

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