Everest Brand Solutions has been awarded the creative and brand strategy mandate for Borosil Glass Works' microwavable product portfolio and Aditya Birla Group's retail chain More.
For Borosil, the agency will act as a strategic brand partner and its principal mandate is to provide strategic brand inputs.
The development is the result of a multi-agency pitch process that was recently concluded in Mumbai. Market sources have confirmed the news to afaqs!.
In March, Borosil Glass Works appointed Curry-Nation for its Vision Glass range.
Borosil Glass Works is currently in an expansion mode and is likely to undergo a brand revamp exercise soon.
A few years ago, Borosil appointed Vyas Giannetti Creative (VGC) to craft a new corporate identity and strategic communication plan for the brand. In fact, VGC had worked with the glass manufacturer in early the 2000s to help develop a strategic plan to understand the market topography.
Borosil Glass Works (BGWL) is a producer of laboratory glassware and microwavable kitchenware in India. It was established in 1962 in collaboration with Corning Glass Works, USA. In 1988, Corning divested its share holding to the current Indian promoters.
BGWL's consumer products division sells microwavable and flameproof kitchenware and glass tumblers through more than 5,000 retail outlets.
BGWL's scientific and industrial products division sells laboratory glassware, instruments, disposable plastics, liquid handling systems and explosion-proof lighting glassware through its network of 150 dealers nationwide.
The company's glass has found use in areas as diverse as microbiology, biotechnology, photo printing, process systems and lighting.
Through Gujarat Borosil (GBL), the company manufactures solar glass in India.
The More business was awarded without any formal pitch process although it is learnt that the company did evaluate the credentials of a couple of other agencies besides Everest Brand Solutions.
The business will be handled out of Everest's Mumbai office.
Dhunji S Wadia, president, Everest Brand Solutions says that the agency is in an phase of transformation and the efforts put in by his team in the recent past are bearing fruit.
"We believe in working with our clients and adding value to their business. This (More) is a significant win for us. It is a huge vote of confidence for our way of working," Wadia says.
He adds that the ability of the team at Everest to identify issues and address them helped them find favour with Aditya Birla Retail.
"More is a challenge of a different nature and we look forward to it. And of course, I am always happy to be working with a client team that is as clear on expectations and way ahead as they are," adds Rahul Jauhari, national creative director, Everest Brand Solutions.
A challenge it will be for sure as this will be the agency's first tryst with a brand from the Aditya Birla stable since it underwent a sea of change in leadership and management in 2011.
On the development, Kunal Dhawan, head, marketing and branding, Aditya Birla Retail says, "We believe that Everest will work with us as partners in building our brand equity as they have a strong team and we welcome Everest to ours."