TBWA wins Inbisco India's Kopiko pitch

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | August 01, 2011
Crayons Advertising is the incumbent agency on the Kopiko account.

It has been learnt that TBWA has won the creative mandate for Inbisco India's coffee candy brand Kopiko.

Tomas Wiliam, country manager, Inbisco India, has confirmed the development to afaqs!.

Kopiko is manufactured by the Mayora Group, one of the largest confectionery manufacturers in Indonesia and Thailand. The group has a worldwide sales and distribution network, and in India, Inbisco India is the sole distributor for its products.

The advertising spends for the account are pegged at about Rs 3 crore.

The win comes on the back of a multi-agency pitch that was held in Chennai. The process was initiated in May, this year. There were around three-to-four presentation rounds in the pitch. Agencies that took part in the pitch included Law & Kenneth, Euro RSCG, Interface Communications, and a few local agencies.

Previously, Crayons Advertising was handling the creative mandate for the Kopiko account, for a period of about two years. The media agency on the account is Lodestar UM.

In the past, the brand has been active on television, as well as in the BTL (below the line) space. It is also learnt that in the days ahead, the brand plans to advertise heavily on television.

In August 2008, Kopiko was launched in Chennai. With this move, Inbisco entered the Indian confectionery market through direct foreign investment. Since then, the product has been available in Tamil Nadu and Kerala.

In the near future, however, the authorities plan to expand the market for the product across the entire southern zone. The objective is to establish Kopiko's presence in all the key South Indian states by the end of this year, and then move on to a pan-Indian presence by 2012.

Currently, Kopiko is positioned as 'the candy bar that makes you stay awake'.

Besides Kopiko, other products on the Inbisco portfolio include Danisa sandwich biscuit, Danisa butter cookies, and Choki Choki chocolate paste. Inbisco's products are distributed in more than one lakh retail outlets in South India.

In the recent past, Kopiko was in the news for its exhibition at the National Convenience Show, held at Birmingham, between February 27 and March 1, 2011.

It is noteworthy that early last month, TBWA Chennai won the creative mandate for the newspaper brand The New Indian Express.

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