Triton bags Nitco Tiles

The size of the business is estimated to be Rs 5 crore

Triton Communications Mumbai has bagged the creative and media duties for Nitco Tiles after a multi-agency pitch. The size of the business is estimated to be Rs 5 crore.

Samarjeet Shimpi

The creative brief was about taking forward the company’s innovation thought. Samarjeet Shimpi, senior vice-president, brand services, Triton Communications, says, “We understood the problem of this category, which is perceived as a commodity market. The category of tiles is largely driven by design and is at a nascent stage when it comes to brand choice. Our task will be to make Nitco every consumer’s preferred brand by leveraging the many product innovations it has to offer.”

The incumbent on the business was a Mumbai based agency, Prem Associates, which was brought on board around a year ago. Before that, Brand David handled the account for around five years. During that time, the media buying for print was managed in-house. Carat handled the media duties for the brand as long as Prem Associates was its partner. Now, with Triton coming in, the scheme of things has changed.

The television commercial for the brand will be seen in as soon as a month. Says Nitin Sawale, general manager, marketing, Nitco Tiles, “The agency’s research found that this category was an under-communicated one; the research also dwelt on the consumer’s preferences in this category. Their strategy for the brand was what made us take up their services.”

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