Valvoline Engine Oils has appointed RK Swamy BBDO as its creative partner. The agency won the business following a multi-agency pitch, in which Draftfcb Ulka and Capital Advertising also participated.
"We are impressed with their depth of strategic thinking and the width of creative ideas, blended with their enthusiasm to handle the business. We were looking not just at a communication partner, but an agency to take the brand forward with us," adds Sandeep Singla, associate vice-president - marketing, Valvoline Cummins.
The lubricant brand has, so far, focused on BTL activities. It now plans to move into more of ATL. Singla says that while the planned ad-spends are higher than before, it is premature to specify an exact number.
"We are starting on a clean slate and want to start off small. We have a careful approach. We are experimenting right now with ATL; and if things work out, we will think long-term," Singla tells afaqs!.
Set up in India in 1998, Valvoline Cummins is a joint venture between Ashland Inc., USA and Cummins Sales & Services India, a wholly owned subsidiary of Cummins India Limited.