afaqs!

Quadrant Communications bags creative duties for Alliance Tire and TBZ Nirmal Zaveri

By Poojya Trivedi , afaqs!, New Delhi | In Advertising | April 20, 2010
The agency won the Alliance Tire business in a multi-agency pitch; while there was no formal pitch for the TBZ Nirmal Zaveri account

Quadrant Communications has won the creative duties for the Mumbai-based Alliance Tire Group and TBZ Nirmal Zaveri. The business size for both the accounts put together is estimated at Rs 10 crore. While the Alliance Tire account was won through a multi-agency pitch; there was no formal pitch for TBZ Nirmal Zaveri, but the agency has worked with the client in the past.

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Alliance Tire Group owns brands in America, Europe, Australia and South America, and is a global maker of off-road tyres. "For us, the first thing is to create a complete brand plan for them," says Rajan Narayan, president and CEO, Quadrant Communications. The agency will handle the communication for the company in all the geographies based out of India.

The company, which specializes in the development, manufacture and sale of advanced agricultural, forestry, construction and earthmover tyres worldwide, targets customers in OEMs as well as in the replacement market.

"Since the company targets audiences that are at opposite ends of the spectrum, we need a different kind of media mix. So, the first thing which we will communicate is the positioning of the brand, which is that of leadership," Narayan tells afaqs!.

The agency, which bagged the account two days back, is working towards creating a two-fold communication. "The two things we are focussing on is first, their leadership advantage at a global level -- saying that you are buying products from a leader. The other is communicating the functional benefits of the brand at a local level," Narayan elaborates on the communication strategy.

As for the media mix, the agency would mainly target print and activity-based plans. "However, these are still in the inception phase, since we have recently bagged the account. But we'd be focussing on creating different types of strategies for the two TGs," says Narayan.

In another development, Quadrant has also won the creative duties for TBZ Nirmal Zaveri, the jewellery salon by designer, Nirmal Zaveri, who comes from the lineage of Tribhovandas Bhimji Zaveri. Quadrant has worked with the company earlier. "At that time, the client decided not to go for communication. But this year, they decided that the media focus has to be brought back," says Narayan.

"We have worked with them in past and have found them competitive. So, we got them on-board to take the brand forward and work on brand building," Harsh Trivedi, president, TBZ Nirmal Zaveri tells afaqs!.

The agency has been appointed to target mainly the retail customers in the mid HNI (high net-worth individuals) segment. "The mandate given to them is to take the brand forward. At present, we are catering to niche clients. We want to cater to high-segment HNIs and we also want to target the mid-segment," says Trivedi.

The agency would work on establishing TBZ Nirmal Zaveri as a brand and creating awareness about their premium silverware. Since TBZ Nirmal Zaveri is a premium, high-end jewellery brand, the agency is doing a focussed communication for it. The agency plans to use print, outdoor, events and focussed micro-marketing for this.

"Since they are such a high-end jeweller, the idea is to reach that specific audience, which can afford and appreciate that kind of jewellery. For this, we are identifying the individuals and marketing to them through various mediums, such as personalised e-mails, mobile, direct marketing or through various other events that target this kind of audience. We are doing very individualist marketing for them," says Narayan. The agency is developing an exclusive online strategy as well.