Perspectrum bags IMC duties for Catch spices and sprinklers

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | September 04, 2008
Catch spices and sprinklers hail from the DS Group stable and wants to reposition itself by using freshness as the theme for rebranding

Perspectrum & #BANNER1 & # Consultancy, the integrated marketing communication arm of Percept Holdings, has won the business of Catch spices and sprinklers. Catch spices and sprinklers come from the house of DS Group, a leading player in the FMCG sector. Perspectrum won the account following a multi agency pitch.

The size of the business is estimated to be around Rs 4-6 crore. Perspectrum will focus on complete above the line and below the line activities for Catch.

Evarist Rego, COO, Perspectrum, tells afaqs!, "We offered Catch a completely cohesive ATL and BTL plan. But at this point, it is too early to comment on the media mix."

He adds, "We will be a one stop shop for the client when it comes to dealing with other Percept divisions as well. So, the client will have a synchronized, hassle free process." IBD will handle the creatives for the brand, while the media will be handled by a team within DS Group.

Perspectrum will offer a complete integrated marketing campaign to help DS Group revamp the Catch brand. Perspectrum's mandate is to increase the brand's availability in the already cluttered category.

Rego says, "We will be doing a lot of BTL activities for Catch. We are planning to do a lot of road shows, since we realised that activation does help to bring the brand to the masses. The repositioning is based on the theme, 'freshness' and we are building on that."

On the possibility of using a brand ambassador, Rego says, "Catch is a strong brand in itself and a premium brand in the spices category. So, we have not suggested using a celebrity to endorse the brand."