Health and beauty brand Richfeel appoints AMO Communications as creative partner

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | June 08, 2010
The account was won in a multi agency pitch involving about four agencies

Close on the heels of winning the creative duties for real estate company Era Landmarks, Percept's AMO Communications has bagged the creative mandate for Richfeel, a health and beauty brand.

The agency won the account after a multi agency pitch that involved about four agencies. Earlier, the brand did not have a creative agency on board and worked with freelancers.

& #BANNER1 & #In an official statement, Apoorva Shah, founder, Richfeel, says, "AMO's biggest strength is its expertise in the beauty, cosmetic and wellness categories and its understanding of the target profile and consumer behaviour.

"It also possesses is an access to other communication elements such as events and celebrity endorsements, which is a major advantage."

AMO Communications will be responsible for developing the visual identity, brand imagery and regular advertising for Richfeel. The media mix for the campaign involves television, print, outdoor and below-the-line activities such as seasonal promotions at local levels.

Talking about the campaign that is expected to break shortly, Elvis Dias, managing director, AMO Communications, says, "Television as a medium will be used selectively and will be niche. Digital will also be a major channel that will be used in the campaign because of its potential in the wellness segment."

According to Dias, the agency has used proprietary planning models to bring out unique insights in the category that will help translate into a brand experience.

Other key clients of AMO Communications include Punjab Tourism, Rajasthan Tourism, Staples, Indian Oil Corporation, Goa Tourism and Runwal Developers.