afaqs!

R K Swamy BBDO wins creative duties for SRMB's steel business

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | February 01, 2012
The agency's Kolkata branch will handle this account. The incumbent creative agency on the account is Lowe Lintas.

R K Swamy BBDO has recently bagged the creative duties for SRMB Srijan, a Kolkata-based family-run steel enterprise.

The agency's Kolkata branch will handle this account. The incumbent creative agency on the SRMB business is Lowe Lintas.

RK Swamy BBDO

SRMB

Apparently, though the SRMB authorities selected R K Swamy BBDO after evaluating a creative presentation made by the agency, there was no full-fledged multi-agency pitch that took place before the account moved.

The company spokesperson has confirmed the news to afaqs!. He further informs that the upcoming campaign will be a multimedia one including TV, print and outdoor channels. It is learnt that R K Swamy BBDO is set to roll out some innovative advertising/marketing campaigns for the brand, and has been briefed to focus on "marketing steel differently" such that the brand stands out. Several new product launches from the SRMB stable are on the cards, so the agency will work on the launch campaigns for these as well.

Former cricketer Kapil Dev is the brand ambassador for SRMB Srijan.

The media mandate (that is, the planning and buying duties) for the account lies with Madison.

SRMB Srijan is part of the SRMB Group that was incorporated back in 1951 by the late Radha Kishan Beriwala, and currently owns four units in Bengal. SRMB Srijan is the group's flagship company, and was founded following the merger of SRMB Udyog Limited (SUL) and SRMB Srijan, in 2007.

The company works in tandem with all the key infrastructural operators across the country. Its product portfolio comprises thermo mechanically treated bars, (TMT bars) as well as sectional products including rolled steel extrusions such as beams, channels, and angles.

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