GM Modular will make its mark with White Canvas

By Savia Jane Pinto , afaqs!, Mumbai | In Advertising | July 07, 2009
The six month old agency will work on a launch campaign for the electrical brand

White Canvas, Mumbai has bagged its first business in the city. Brijesh Jacob (ex-Grey and ex-Lowe) partnered the Bengaluru based agency early this year and it started its operations in Mumbai as well. The other partners in the agency are Deepak Nair and Vinod Moolacherry, who are also the founders of White Canvas.

White Canvas has won the creative duties for GM Modular, an electric and electronic equipments manufacturer. The win comes after a pitch process which involved quite a few agencies. The size of the account is in the vicinity of Rs 8-10 crore.

& #BANNER1 & #The company is in talks with a few agencies to finalise a media partner as well.

White Canvas will work on the nationwide launch of the mother brand, GM Modular. The launch is slated for the first week of August. Other products will be launched later under the mother brand.

The electric equipment and components company has a significant presence in South India. However, the brand does not enjoy top of the mind recall. White Canvas's task at hand is to increase the recall of the brand and set a framework to launch the other sister products under the umbrella of GM Modular.

As part of the communication strategy, television, print, outdoor and ambient media will be used creatively.

Jacob tells afaqs!, "Since this is a low involvement category, there is a great scope of creating good advertising on the brand."

While at Lowe, Jacob has worked on Havells, another electrical brand. GM modular will also compete with other brands in the space, such as Anchor, Legrand and Crabtree.

GM Modular offers products such as switches, plug tops, adaptors, night lamps, spike guards and bells. Some new products are also in the pipeline.

In Bengaluru, White Canvas works on brands such as South Indies, bonSouth, William Penn and Sheaffer.