afaqs!

VGC wins Audio Vision and Khyber Group businesses

By Abhishek Chanda , afaqs!, New Delhi | In Advertising | January 12, 2009
The agency will be a complete solutions provider as both businesses are relatively new to large-scale organised advertising

After & #BANNER1 & # losing out on the HFCL Infotel account in mid-2008, Vyas Gianetti Creative (VGC) recently bagged two new businesses, Audio Vision India and the Khyber Group. Both businesses are relatively new to large-scale organised advertising and branding efforts and are looking to VGC as a complete solutions provider in this area.

VGC will be responsible for developing 360-degree brand development for Audio Vision India, retailers of some of the best known international brands of high definition audio systems. An example is Bowers & Wilkins Nautilus, widely regarded as the Rolls Royce of speakers.

Preeti Vyas, chairperson and chief creative officer, VGC, says in an official release, "Such a unique chain of stores targeting the luxury segment requires a specific consumer insight driven communication strategy and we are proud to be appointed as the custodians of such a brand."

Speaking to afaqs!, Sanjiv Chona, chairperson, Audio Vision India, says, "Apart from Bose, the audio category has never been marketed and advertised in India. So, we start from where Bose stops. We wanted someone who has the expertise and know-how of the market and that's where VGC stepped in with its zeal and passion for the brand."

Chona adds, "Though a large number of brands around the world are going into hibernation as far as spends are concerned, we thought this the right time to lay our marketing foundation."

He maintains that Audio Vision has advertised in bits and pieces earlier, but now, the brand is looking forward to stepping up things. According to him, VGC will be in charge of the brand in its totality. To start with, the agency will suggest the media mix, how much to spend, which vehicles to use along with the branding, logo re-designing and other above-the-line and below-the-line activities.

VGC has been appointed brand custodian by the Khyber Group, too. It will partner the group in its expansion plans, encompassing restaurants and banquet and conference facilities.

Vyas says, "We bring to the Khyber Group our inherent knowledge of the hospitality industry and niche market brands. What's more, our strategic orientation, combined with cutting edge creative expression, has grown specialist brands in inclement economic weather. We will draw from experience even as we create unique footprints for both brands."

Speaking to afaqs!, Sudheer Bahl, owner, Khyber Group, says, "We have appointed VGC as our creative agency. However, to kick off things, VGC will develop the marketing strategies for a new brand, Serai, which we have just added to our portfolio. Serai is primarily a banqueting brand and the agency will be responsible for print, outdoor, events and publicity for it."

The Khyber Group has not advertised earlier and aims to do so in an organised manner now. According to Bahl, Rs 50 lakh has been pumped in for the launch of Serai.