Hakuhodo Percept wins creative duties of Su-Kam and Evok

By Biprorshee Das , afaqs!, Mumbai | In Advertising | March 08, 2010
The account size of Su-Kam is pegged around Rs 20 crore and that of Evok is around Rs 10-12 crore

Power backup solutions company, Su-Kam has appointed Hakuhodo Percept as its creative partner. The account was won in a multi-agency pitch that included three other agencies. Crescent Advertising handled the business previously.

& #BANNER1 & #Confirming the win, Vivek Dutta, business director and national planning head, Hakuhodo Percept tells afaqs!, "Su-Kam's advertising, so far, has been focused only on its batteries. Our strategy was to tell them that the brand was bigger and that consumers would connect better with the brand emotionally, than with just a single product."

"We presented an integrated strategy that included both internal consumers (employees) as well as external customers. The internal customer plays a big role in projecting the brand outside," Dutta adds.

Besides batteries, Su-Kam's other products include UPS, solar products, and battery chargers and equalizers.

Chetna Sundaram, head - marketing, Su-Kam says that the company was particularly impressed with the simplicity in the agency's work, after the brief was given.

"We had initially planned on them handling only one product -- Sealed Maintenance Free batteries. However, seeing their capabilities to pass the message with much simplicity for a layman to understand, we gave them the entire business," Sundaram says.

The first task on the agency's hand, she says, is to redo the corporate brand image. Su-Kam has earmarked around Rs 15-20 crore as marketing spends for the upcoming financial year.

In another multi-agency pitch, Hakuhodo Percept won the creative mandate for Evok, a chain of home furnishing retail stores belonging to Hindware Home Retail. BEI Confluence is the incumbent agency on the account. The account size is around Rs 10-12 crore.

"In the case of Evok, we did not do a conventional presentation. We focused more on giving them an in-shop solution. Their biggest canvas is their in-store space. That is where the brand journey begins," says Dutta.

The agency is looking at helping the brand to build relationships with their customers, and not at solutions that would begin and end with the purchase.

The stores, located in and around New Delhi, showcase over 12,000 products in home furniture, soft furnishing, home décor and accessories, wall fashion, modular kitchens, bath and decorative lightings and floorings.