SPL consolidates tile brands with Leo Burnett, Delhi

SPL Limited, the second largest producer of ceramic tiles in the country, has consolidated the advertising account of its tile brands, Somany and Greviti with Leo Burnett, Delhi. While the Somany brand of ceramic tiles moved from TBWA Anthem,

Greviti vitrified tiles moved from Percept, Delhi. Both the brands moved to Leo Burnett in mid-May.

Talking about the company's decision to move the account, Jaskirat Sandhu, brand manager, SPL, said that company had put the two brands under review early this year. "We wanted some fresh thinking in our tile brands," he said. He also indicated that among the agencies invited for the pitch were R K Swamy/BBDO, Euro RSCG, Chadha Dhar Hoon as well as TBWA Anthem. "Three more agencies, O&M, Lowe Lintas & Partners and Mudra, came in later - around late April / early May - and pitched quite vigorously for the account. While they had put in some very serious efforts, we thought they came in a bit too late in the day. By that time the decision had been taken and put up before the senior management for consideration," he said.

The company brass seems to be quite impressed with the work done by TBWA Anthem on the brand. "While it was not our intention to dump any agency, we were actually worried about the employee turnover at TBWA Anthem. A lot of people had quit the agency in recent times - most of them from servicing. We saw that as an opportunity to seek fresh strategy for the brand. This is not a witch-hunt, but after three years with one agency we thought it was time to look at fresh ideas," said a top SPL executive.

The acquisition of SPL's tile brands is important for Leo Burnett given the aggressive growth plans of the company. While TBWA Anthem sources said the company billed around Rs 3 crore with the agency last year, Sandhu indicated that this year, the ad-spend could go up to Rs 5 crore. "A considerable part of our investment goes into sampling, outdoor activities, and exhibitions," he said.

SPL's brief to its new agency is "to focus on hard-core consumer benefits". Sandhu said, "We have decided not to stress on the Somany brand name but to convey the consumer benefits. We have suggested that the agency should look at seven core product lines. For example, one, the 8 inch by 12 inch tiles have been in the market for seven/ eight years now. We plan to focus on the 1 ft by 1.5 ft tile size, which is now emerging as a niche segment world over. Two, we will focus on the high abrasion resistant grade 5 tiles, which are very popular in hotels, airports and institutions like that. Three, we will promote the rustic series - which gives the natural stone feel - vigorously. You will start seeing the action in some time."

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