Grey Chennai has won the creative duties for traditional jewellery brand Vummidi Bangaru Jewellers (VBJ). The Chennai based jewellery brand is more than 100 years old, having been founded in 1900. Earlier, the account was with Radical Advertising. Grey's win is the result of a multi agency pitch and the participating agencies included JWT and Radical. The media duties will continue to be handled by Radical.
According to Jithendra Vummidi, managing partner, VBJ, the company is looking to take the brand a step further and give it a new outlook by reinventing it with the changing times. The whole idea is to make it more youthful and contemporary, which is where Grey steps in.
Vijay Ambalavanan, branch head, Grey Chennai adds in an official communiqué, "During the pitch, we demonstrated our passion for good work, which also reflected our 'famously effective' motto and gave us an edge over the other agencies. VBJ has bejewelled generations and we look forward to creating interesting campaigns for it."
The media mix will involve print, outdoor and electronic media, including digital media and Chennai-specific TV channels. Currently, the company has a strong presence in Chennai and with time, it aims to expand geographically as well.
For the record, VBJ crafts gold, silver, diamond and platinum jewellery and other articles for auspicious occasions or corporate gifting. It is also a supplier of products in international markets such as the US.