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.
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.