Orchard adds new businesses worth Rs 35 crore

By Savia Jane Pinto , afaqs!, Mumbai | In Advertising | June 11, 2008
The three new businesses are Piramal Healthcare, Devgen and Security Personnel Services

Orchard Mumbai & #BANNER1 & #has added three new businesses to its basket, Piramal Healthcare, Devgen and Security Personnel Services (SPS). The marketing and advertising spends of these businesses are collectively worth around Rs 35 crore. Orchard has also won a few new assignments at INX Media.

Orchard was already handling the creative duties of Piramal's skin lotion, Lacto Calamine. Piramal is now launching two new skincare products, which will also be handled by Orchard. The agency is still working on the media mix for the health-care range, which will include both above-the-line (ATL) and below-the-line (BTL) activities.

Devgen is a Belgian agro-biotech company that manufactures hybrid seeds. Its India office is in Hyderabad. The communication will be framed keeping in view the consumers for the product (farmers) and the places where farming is carried out. Communication will include packaging, posters, banners, demonstrative boards, etc. Below the line will be the main means of marketing.

SPS is a security firm that is focusing on establishing itself in the market. A TV commercial has been planned as part of the brand building initiative. A new logo, banner ads and recruitment ads in specific cities are also part of the media mix. "The TVC will be released in October on news channels and other niche channels," says Kaushik Mitra, branch head, Orchard Mumbai.

Orchard has been appointed to handle the creative duties for 9XM, INX Media's music channel. Orchard will also be responsible for some other shows on 9X, INX Media's general entertainment channel.

"We launched Mission Ustaad and Dahejj on 9X and will be launching a few more new shows for INX Media," says Mitra.

Orchard recently won the business of Madura Garments' Peter England People.