Taking their association to a new level, Darshan Patel, the ex co-founder of Paras Pharma, has roped in Triton Communications to build the brand communication for his entrepreneurial venture, the Vini Group. Patel has worked closely with Triton for over 18 years.
Speaking on the appointment, Patel says, "I have worked with Triton for many years and know their capabilities, their ability to create communications that work with our target audience. My comfort level with the team at Triton and the healthy working relationship that I share with them is definitely an added bonus."
Triton has earlier worked on the campaigns for Moov, Ring Guard, Set Wet and Dermicool for Paras.
"We have been closely associated with Darshanbhai for long and we know his operating style," Pankaj Arora, executive director, Triton Communications tells afaqs!.
He adds, "Creating new brands is always a challenge. Our main motive will be establishing the products and needs in the market." The creatives would be need-based and derived from the consumer insight; while the media mix would be dominated by ATL. The first campaign for Vini Group is expected to hit the market next month.
"For Vini Group, we undertook a qualitative and quantitative research for five-six months to understand consumer needs; because I firmly believe that insights are critical for product development," Patel says about his new venture. The company may launch products in the foods, pharmaceuticals, neutraceuticals and FMCG categories. However, it will not have products comparable to Paras Pharma's, Arora says.
Of the brands that Triton handled at Paras, Ring Guard and D'Cold are now handled by Saints & Warriors; while Moov has been given to Mudra and the deodorant brand, Set Wet, to Contract Delhi.
Last year, Triton, which was associated with Paras Pharmaceuticals for close to 18 years, lost the account when Actis, a private equity firm bought the majority stake in Paras.
Originally, Paras was a family-run business of the Ahmedabad-based Patel brothers, Girish and Darshan. In April 2008, Actis bought 60 per cent of the company's stake.