TBWA Bangalore walks away with Titan, Procall

By , agencyfaqs!, New Delhi | In Advertising | April 29, 2008
TBWA has won the accounts of Titan Gold Plus and Procall


multi-agency pitches, TBWA Bangalore has won the accounts of Titan Gold Plus (from the house of Tata) and Procall (from the Essel Group). Vishal Ahluwalia, senior vice-president, South, TBWAIndia, has confirmed the development to agencyfaqs!

The Titan Gold Plus pitch was contested by several of the top agencies in Bangalore. Titan Gold Plus is a retail chain of jewellery stores with a presence across India, particularly South India, with special focus on Tamil Nadu.

LR Natarajan, vice-president, Gold Plus, says, "TBWAIndia showcased Disruption in an efficient manner and were able to deliver their ideas comprehensively, even to the minutest detail of how a corner of a store in remote Vellore could be utilised, keeping local and brand sensitivities in mind. They were also able to prove their speed to market and reach equally across all geographies. We are happy to be with TBWAIndia and are looking forward to a long partnership with them."

TBWAIndia's cup seems to be full. It won the Procall account just a month ago, competing with the likes of McCann-Erickson, Lowe, Publicis and Percept AMO. Procall is a digital PTT (push to talk) service from the Essel Group.

Alok Kiran Divatia, business head and officiating chief marketing officer, Procall, says, "TBWA's Disruption philosophy and practice of it through the disruption day were eye openers. We were also deeply impressed by the passion their team brought to the table. We have been in touch with several agencies and I should put it on record that we have seldom found a match for their degree of passion, conviction and out of the box thinking. Being a young organisation ourselves, preparing to launch our products and services, we found in TBWA an equal vigour, exuberance and dedication to place the brand in the stratosphere."

Ahluwalia adds, "Gold Plus and Procall are two great examples of Disruption led wins, where we have conducted full disruption days, leading to a strongly differentiated and sharpened brand vision and delivery of a powerful disruptive idea for each of those brands through Media Arts and Connections. Our core strength lies in disrupting the market and conventions through the power of the Disruption tool and then presenting integrated solutions through the TBWATequila combine."

Both Titan Gold Plus and Procall are businesses of considerable size and will put TBWAIndia Bangalore in a significantly advantageous position in 2008-09.

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