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.
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"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.