afaqs!

Luminarc account up for grabs

By Nandana Das , afaqs!, New Delhi | In Advertising | April 27, 2011
The multi-agency pitch, which started a month ago, is in its final stages.

Luminarc, a part of Arc International and manufacturer of drinkware and dinnerware, has called for a pitch to hand over its creative and media duties.

The multi-agency pitch, which started a month ago, is in its final stages.

The development was confirmed to afaqs! by Ajay Dhyani, marketing manager, Indian sub-continent, Arc International. Dhyani says, "Now we want our agency to establish Luminarc as a dinnerware or tableware brand. Earlier, it was positioned more as a drinkware brand. In addition, the agency is also expected to highlight the French brand, Luminarc, as a better lifestyle product and greater value for money."

Earlier, the crockery brand was being handled by a single agency which looked after both media and creative duties. "As we have big ambitions for India this fiscal year, and want to initiate a whole new marketing journey, we intend to segregate the work between the different agencies, so that they can concentrate on creative and media mandates separately," adds Dhyani.

Luminarc will start off with a brand building exercise with print, mainly broadsheets and magazines, to showcase the designs and patterns of the crockery. "These are the USP of our products, which needs to be highlighted," says Dhyani. Subsequently, the brand may adopt advertising through the electronic media.

The company also intends to make the consumers understand the hazards of using cheaper dinnerware options (mainly melamine, which uses toxic colours) through various activities.

"Though Luminarc is a French company which meets all the European guidelines and standards, the dinnerware made for India is manufactured with the Indian consumers in mind," signs off Dhyani.

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