afaqs!

Royal Orchid Hotels account goes to Pickle, LMG

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | November 20, 2008
A combination of media vehicles such as print, OOH, direct marketing and digital will be used for the campaign. Television may be used at a later stage

Royal & #BANNER1 & # Orchid Hotels has decided to award its creative duties to Pickle Advertising Bengaluru, Lowe's second agency. Its media duties have gone to Lintas Media Group. The size of the business is estimated to be Rs 3-4 crore.

Prior to Pickle, Royal Orchid worked with local ad agencies and did its own media buying. This is the first time it has hired agencies that have a national network.

A combination of media vehicles such as print, OOH, direct marketing and digital will be used for the campaign. Television may be used at a later stage.

Talking about the win to afaqs!, GS Shridhar, branch head and creative director, Pickle Bengaluru, says, "The decision by Royal Orchid Hotels to work with us vindicates our belief that agility, passion and strategically rooted creatives are the mantra for a robust client-agency relationship."

Shridhar says Royal Orchid has a range of properties such as heritage, leisure and business, which cater to different categories of travellers. This will give Pickle a wider base for its creative work.

Keshav Baljee, joint promoter, Royal Orchid Hotels, tells afaqs!, "We liked Pickle's thoughts on the brand."

Sumeet Chatterjee, president, Pickle Advertising, says, "Royal Orchid is proof that today, frontline clients are seeking a different kind of engagement with their communication partners, which is based on compatibility rather than size."

Other accounts handled by Pickle Bengaluru are Royal Challenge and Antiquity, Canara Bank, Honeywell and Proline.