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Ingersoll Rand hands over its creative duties to Dentsu Communications

By Nandana Das , afaqs!, New Delhi | In Advertising | July 07, 2011
The agency is expected to launch the company's first corporate advertising campaign, showcasing the brand's transformation from a heavy machinery company to an innovative technology brand.

Ingersoll Rand, an industrial enterprise, has roped in Dentsu Communications to handle its creative duties. The development is a result of a multi-agency pitch which was initiated in March this year. The account size is estimated to be around Rs 6-8 crore.

The agency is expected to launch the company's first corporate advertising campaign, showcasing the brand's transformation from a heavy machinery company to an innovative technology brand that offers integrated solutions to its customers.

The campaign, which will be launched by early August, will run across print, television, outdoor and digital media.

Swati Bhattacharya, vice-president, branding and corporate relations, Ingersoll Rand India, says, "The corporate advertising campaign will communicate where we are present and how our businesses impact lives. The campaign will play a significant role in enhancing our brand image, critical to our growth and expanding footprint in India. Dentsu Communications will handle the 360-degree advertising mandate for Ingersoll Rand India."

According to Bhattacharya, Ingersoll Rand has, over the years, transformed into a multi-brand commercial products manufacturer that inspires progress for its people and customers through its innovative technology solutions.

Talking about the win, Taira Kimura, chief operating officer, Dentsu Communications, says, "We will be doing their first-ever advertising campaign. Through an integrated branding and advertising campaign spanning across several media, we are positive that the brand will grow significantly among its target audiences."

For the record, Ingersoll Rand is present in India since 1921. The brands belonging to the family are Club Car, Ingersoll Rand, Thermo King and Trane.

The company, which has offices in the states of Karnataka, Andhra Pradesh, Orissa, New Delhi, Chandigarh, Gujarat, Jharkhand, Uttar Pradesh, Madhya Pradesh, Maharashtra, Rajasthan, Tamil Nadu, and West Bengal, is also listed in the Bombay Stock Exchange (BSE).

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