Grey Delhi bags Alstrong's creative duties

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising
Last updated : August 17, 2012
The agency won the business based on its vision for the brand, including the marketing strategy.

Alstrong Enterprise

Closely on the heels of winning the duties for Muthoot, Grey Delhi has won the creative duties for Alstrong, manufacturer of aluminium composite panels. The agency won the business based on its vision for the brand, including the marketing and communication strategy.

While the size of the business could not be ascertained at the time of filing this report, it is said to be substantially high.

Jaten Jais

Dip Sengupta

Confirming the development, Naveen Agrawal, director, Alstrong Enterprise, says, "In the recent past, the Delhi branch of Grey had won quite a few popular brands, which proved that the agency has the knowledge and skill set required to drive a brand forward. Also, we liked the image drawn by the agency in terms of providing the brand an identity - which can also be extended later to other businesses, apart from the vision for the brand in terms of marketing and communication strategy."

The agency's mandate for the initial three-four months will be to work to create an image for the brand. Next, the company plans to promote the new look amongst its own employees before rolling out a pan-India campaign.

At Grey, the presentation was led by Dip Sengupta, vice-president and branch head, Grey Delhi and Jaten Jais, associate vice-president.

"We will work on Alstrong from scratch, providing an identity and voice to the brand," says Sengupta.

According to Jais, the business will be an interesting one to work on as the demands and the consumers for the brands are different as compared to an FMCG brand.

This is the first time that the company has got a creative agency on board, as it is expanding to international markets and felt a need for the brand to have a face. The media planning and buying is currently managed in-house.

First Published : August 17, 2012
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