Chennai-based retail player Vivek Limited's creative duties up for grab

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | April 05, 2011
The consumer durables retailing chain has two main brands - Viveks and Jainson.

Vivek Limited, the Chennai-based consumer electronics and home appliances retail chain, is reviewing its creative duties. The pitch is currently underway in Chennai. The two main brands under the umbrella of this professionally managed public limited company are Viveks and Jainson. The creative duties for both brands are being reviewed in this pitch. Pitch discussions were initiated about a couple of months ago.

The company, launched as Vivek and Co, was the first to offer a wide range of consumer durables under one roof; two showrooms were opened at Purusaiwalkam and T. Nagar, in 1968 and1980, respectively.

While no official word on the pitch could be obtained at the time of filing this report, reliable sources close to the development have confirmed the news to afaqs!. Industry professionals also inform that the company's annual mass media spends fall in the range of Rs 3-4 crore. Of this amount, say sources, about 70 per cent is allotted to brand Viveks, while the remainder is utilised to promote brand Jainson.

Currently, Ogilvy India's Chennai branch is the incumbent creative agency of record for Vivek Limited. The agency's prime mandate is to handle brand Viveks, although the team does work on brand Jainson intermittently. The media agency of record is Mindshare; the agency handles both Viveks as well as Jainson.

Apparently, the account reviews its creative duties once every three years and the current pitch is one such process. It is learnt that although the pitch is driven out of Chennai, several creative agencies based in Bengaluru have also made presentations, in addition to agencies in Chennai.

Currently positioned as 'The Unlimited Shop', Vivek Limited has stores in several cities including Chennai, Coimbatore, Madurai, Tiruchirapalli and Thirunelvelli.

Additionally, Vivek Limited has two group companies, Vivek Lockers and Vivek Agencies. The former is a high safety vault facility in Chennai (launched in Mylapore in 1993 and in Nanganallur in 2002), while the latter is a distribution firm set up in 1976. Starting with the distribution of Sumeet Mixers, the company has, since then, added a variety of products to its distribution portfolio.

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