The Delhi-based creative agency August Communications has bagged the creative mandate for NV Group's Blue Moon Premium vodka (green apple and orange flavoured variants).
The development happened sans any formal pitch process. However, a few agencies were briefed about the client and requested to submit their thoughts for the brand as a way forward.
Lal adds, "Since we were the only agency in the fray and new to the client's management, we were more cautious in understanding the brief and positioning requirements for the brand. Proper understanding of the market situation and finding the right creative idea for the brand were critical in winning the account."
The size of the account could not be ascertained at the time of filing the story.
Talking to afaqs!, Gaurav Prakash, marketing manager (IMFL brands), NV Group, says, "We have handed over the business to August Communications after it shared several rounds of ideas and creatives for the brand. We felt that it took relevant insight from the market and developed the most suitable positioning for our brand, Blue Moon Premium vodka."
For the record, the 15-year-old alcoholic beverages maker, NV Group, sells rum under the brand name Besto XXX, vodka under the brand name Blue Moon Premium, whiskey under the brand name Party Special, gin under the brand name Blue Moon Duet, and brandy under the brand name Corporal.First Published : July 04, 2011