afaqs!

Grey wins Stovekraft's Pigeon Home Appliances business

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | July 16, 2012
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The agency's Bengaluru branch will handle the business. Media spends are pegged at about Rs 40 crore.

Grey has been awarded the creative duties of Pigeon Home Appliances, manufacturer of professional kitchen appliances, a brand from the stable of Stovekraft. Grey will handle the creative mandate for the brand's entire product portfolio.

The agency's Bengaluru branch will handle the business. According to market estimates, media spends are pegged at about Rs 40 crore.

The win is the result of a multi-agency pitch process in Bengaluru that saw the participation of six creative agencies.

Hari Krishnan

Addressing the win, Hari Krishnan, vice-president, Grey, South, says, "We're proud of this win and I would like to thank the team at Stovekraft for having shown the faith in us. This is a category that is complex in many ways. There are very few brands which have managed to move from awareness to consideration in the consumer's mind. Therefore, it was a great challenge to nail the strategy and then to take a leap and identify a powerful brand idea. I think we managed to do that rather well, thanks our creative team led by Sham Ramachandran and Ram Jayaraman."

The upcoming ad campaign is likely to break in a couple of months. Conventional media vehicles such as TV, print and outdoor will be mobilised.

Mindshare handles the media mandate for the brand.

Pigeon Appliances was established in 2001 and belongs to the parent company, Stovekraft. Set up by entrepreneur Rajendra Gandhi in 1999, Stovekraft is worth more than Rs 300 crore and offers two flagship brands, namely Pigeon and Gilma. While Pigeon is a value-for-money brand that has a wide product portfolio, Gilma offers branded products that are targeted at the premium segment of consumers.

The brand's product portfolio includes induction cookers, mixer-grinders, Blackline cook-tops, non-stick cookware, electronic pressure cookers, emergency lamps and water purifiers. This product range competes primarily with brands such as Prestige and Hawkins.

Stovekraft has tie ups with Indian Oil Corporation, Bharat Petroleum Corporation and Hindustan Petroleum Corporation and supplies co-branded ISI-marked Green Label series of Gilma and Pigeon LPG stoves through its nationwide outlets.

Besides India, Stovekraft also has presence in the overseas market and exports its products to West Asia, Kenya, Uganda, Nigeria, Sri Lanka and Fiji.

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