Winter just got a tad cooler for Euro RSCG. Several sources close to the development have confirmed to afaqs! that the agency has bagged the creative duties for the Baskin-Robbins business. The development is the result of a multi-agency pitch that was called about three months ago.
The incumbent on the account is Thought Blurb. The agency has handled the brand's advertising since 2007. Earlier, the creative duties were with JWT; the agency bagged the business in October 2005. It may be recalled that when the premium ice-cream brand was launched in India in the early 1990's, Publicis Ambience worked on its communication.
Ashwin Uppal, general manager, marketing - South Asia, Baskin-Robbins says, "Our brand has been in India for 17 years. While we've managed to have a strong presence in India, the changing consumer and market landscape coupled with a desire to reinvigorate the brand were the key reasons for us to look for a new creative partner. Therefore, we called for a multi-agency pitch and eventually zeroed down on Euro RSCG to be our creative agency. We are a fun brand and the Euro RSCG team being young and energetic fits well with our brand philosophy. We look forward to a fruitful work experience with the Euro RSCG team".
Shavon Barua, director, Mumbai - Euro RSCG chips in, "Everyone at Euro RSCG Mumbai, is truly excited to work on a fun brand like Baskin Robbins," and adds on a lighter note that she has been a huge fan of Baskin-Robbins' Bavarian chocolate flavor.
For the record, Baskin-Robbins India is spread across the country with over 400 outlets in 95 cities and also caters to other premium channels such as star hotels, leading airlines, malls, multiplexes and top retail chains across the country. The brand was launched in India back in 1993 when it opened its very first store in Mumbai.
Baskin-Robbins is one of the diverse businesses of Graviss Foods and has an exclusive franchise for the SAARC region. The group has leading brands such as RICH cream, The Intercontinental Hotel, Grand Mayfair, Banquets and Celebrations across various cities and Kwality ice creams in the Middle East to its credit.