afaqs!

McCann adds Alchemist to its basket

By Neha Kalra , afaqs!, New Delhi | In Advertising | May 30, 2008
The agency will cater to the brand's needs from scratch, starting from reconsideration of the brand image and identity change to developing the communication for it

Chandigarh & #BANNER1 & # based corporate house Alchemist has appointed McCann Erickson Delhi to handle the strategic planning and creative duties for all its group businesses. The company has diversified interests in areas such as hospitality, food and beverages, realty, aviation and hospitals.

The partnership between the agency and Alchemist comes at a time when the company is planning to enter new businesses and wants to build and strengthen its brand to support these endeavours.

The agency will cater to the brand's needs from scratch, starting from reconsideration of the brand image and identity change to developing the communication for it.

KD Singh, chairman and managing director, Alchemist Group, says, "India is currently going through a lot of change, culturally as well as economically. Our mission at Alchemist is to bring innovative products and services that cater to the changing environment and consumer needs. We were looking for an able partner who would build the brand. McCann Erickson was the unanimous choice of the entire team, and we are confident that they will propel the brand to greater heights."

Prasoon Joshi
On being contacted, Prasoon Joshi, chairman and regional creative director, McCann World Group, says, "We at McCann Erickson have always taken immense pride in our understanding of the Indian consumer. It is this understanding that gets reflected in all our work. Alchemist is a new age brand and provides a brand challenge to the team. The coming months will showcase our perspective on the brand."

Debashis Paul, senior vice-president and general manager, McCann Erickson Delhi, adds, "We are excited about this business win. We are eager to provide branding solutions that will help Alchemist achieve its business goals, both short term and long term."

Alchemist Ltd is part of the Alchemist Group, a leading corporate house with pan Indian presence and business interests spread globally. Established as a consolidated entity in 1981, over the years, the group has grown into a diversified conglomerate with business interests in various industries such as steel, floriculture, pharmacy, information technology, food processing and international business.

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