Grey Delhi bags Fuji Films creative duties

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | April 25, 2011
The agency won the account through a creative pitch, where agencies such as RK Swamy BBDO and Adept participated. The overall size of the account including above the line (ATL) and below the line (BTL) media is approximately Rs 60 crore.

Grey's Delhi branch as won the creative account of imaging major Fuji Film India - the wholly-owned subsidiary of Fuji Film Japan. The agency won the business via a creative pitch, which included agencies like RK Swamy BBDO and Adept.

Confirming the development, Sriwant Wariz, head -- marketing, Fuji Film India, says, "We called for a creative pitch, wherein we briefed the agencies about how we want to build a strong brand identity, especially in the category of digital imaging products, as we want to break the old perception of the consumer who still thinks about Fuji Films mainly as a photographic film manufacturer."

It has been learnt that the size of the business is around Rs 60 crore, which includes above the line (ATL) and below the line (BTL) media that will be spent phasewise.

Ketan Desai, associate vice-president and branch head (Delhi), Grey Worldwide, says, "We are very excited as the last couple of months have been very good, with the agency bagging accounts like Honda Brio, Mankind Pharmaceutical, Fox International Channels (Fox), and now Fuji Films."

At Grey, the team for the creative pitch was led by Desai and Jaten Jais, associate vice-president. The agency has already created a campaign for the company, which will be released soon.

Meanwhile, it has been learnt, that Contract Advertising was also called to participate in the pitch. However the agency decided not be part of the process. Rajesh Kochhar, senior vice president

Contract Advertising, says, "Before we could present to them, we were called again on a project pitch basis, to 'localise' an existing international Fuji commercial and present a costing and time frame for producing the same. We told them that would not like to participate in the remaking of the existing commercial."

For the record, Fuji Films India was established as a wholly-owned subsidiary of Fuji Films Holdings, Tokyo, in February, 2008. Currently, the company provides imaging solutions in digital camera, photo imaging, medical products, graphic arts, life science systems, motion picture films, recording media, and industrial products.

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