afaqs!

Publicis Ambience to handle creative duties of upcoming chocolate brand

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | August 29, 2013
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The business will be handled by the agency's Mumbai team. Starcom MediaVest will handle the media mandate.

Publicis Ambience has won the creative duties for the yet-to-be-launched chocolate brand from Rajhans Nutriments, part of the Rajhans (Desai-Jain) Group. The business will be handled by the agency's Mumbai team.

Paritosh Srivastava

Jayesh Desai

The mandate is an integrated one, including creative work, brand strategy, digital, logo design, and product packaging. The win followed a multi-agency pitch process. Starcom MediaVest will work on the media planning and buying duties, Red Lion will handle the design mandate and Publicis iStrat will be responsible for digital communication. Publicis' mandate includes working with the brand team on coming up with a marketable name for the upcoming product.

Confirming the development to afaqs!, Paritosh Srivastava, executive vice-president, Publicis Ambience, says that this is an opportunity for the agency to compete in 'an MNC dominated category'. "Our agency credentials and history of launching and handling different brands helped us win this business," he says.

Jayesh Desai, group chairman, Rajhans Group, cites "shared vision and ambition for the brand" as the main reason for appointing Publicis Ambience as its creative partner.

A nationwide roll-out of the product and its launch campaign is slated to take place around Diwali, this year. The campaign will be a 360 degree effort, including TV.

For the record, Rajhans Nutriments is part of the Rajhans (Desai-Jain) Group, a Gujarat-based company with offices in Mumbai, Delhi, Chennai, Kolkata, Surat (head office) and Zurich. It has businesses across textile, realty, entertainment and hospitality. The company was established in 1990 with an edible oil refinery. Subsequently, it diversified into other businesses.

With the launch of its chocolate brand, the group will foray into a highly competitive category. Key existing players include brands like Dairy Milk, Perk and 5-Star from Cadbury (now Mondelez), Nestle's Kit-Kat, Snickers from Mars and chocolate brands from the house of Amul.

It remains to be seen how Publicis will position a new chocolate brand in a segment occupied by strong players that already have their own set of loyalists.

As per market estimates, the media spends for Rajhans' upcoming venture are pegged in the range of Rs 30-40 crore.

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