Brand Planet Elephant wins its first business, Religare

By Neha Kalra , afaqs!, New Delhi | In Advertising | August 18, 2008
Religare has planned an ad spend of about Rs 100 crore

A month

ago, Religare announced a probable change in its creative agency. Brand Planet Elephant seems to have worked fast. Within 20 days of its being set up, the agency has won the Religare account, its first business.

The newly formed agency is an equal partnership between Anjan Roy, ex-hand, Vyas Gianetti Creative (VGC); Shouvik Roy, ex-hand, Alchemist (the marketing consultancy firm led by Samit Sinha); and Elephant Strategy+Design.

Religare's incumbent agency was VGC. Anjan moved out of VGC as chief operating officer in June. Confirming the news about the change in agency to afaqs!, Subhrangshu Neogi, head, brand and corporate communications, Religare Enterprises, says, "Continuity in management is one of the reasons due to which we decided upon Brand Planet Elephant."

Subhrangshu Neogi
Neogi confirms that although there was no formal pitch process, informally, about four agencies were considered. Religare plans to spend Rs 100 crore on the advertising of the mother brand and its various collaterals.

Brand Planet Elephant will look after the corporate duties of Religare Enterprises, Religare Macquarie Private Wealth (the wealth management joint venture between Religare and Macquarie) and Religare Technova (its IT business) with immediate effect. The agency will also look into the identity programme of Religare Wellness, the company's extension into the wellness segment.

Aegon Religare Life, the joint venture between Religare and Aegon, has Contract and Mediacom as its creative and media agencies, respectively. The Delhi based Arms Communications handles the creative duties of SRL Ranbaxy, the pathology lab and diagnostics business of the promoter group.

Mudra was Religare's first agency and it helped it launch its logo and brand identity. In 2006, when the brand began opening up to advertising, the company brought Rediffusion DY&R on board as its creative agency. Rediff's media agency, The Media Edge, was awarded the media duties. VGC became the creative custodian in 2007 and NAC was handed the media business at the time.

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