afaqs!

August Communications bags creative mandate for Blue Moon Premium vodka

By Nandana Das , afaqs!, New Delhi | In Advertising | July 04, 2011
Though there was no formal pitch process involved, a few agencies were briefed and requested to submit their plans for the brand.

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.

Confirming the news to afaqs!, Ambar Sharan Lal, partner, August Communications, says, "Yes, we have won the creative duties for the vodka brand. It is to be noted that August Communications was the only agency that was invited from outside. The others briefed for the account were already handling other brands of the NV Group."

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.

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