Clayground Communications has won the creative mandate for Kajaria's sub-brand Eternity. The account, which was won as a result of a multi-agency pitch, will be handled by the agency's Delhi office.
According to a source from Kajaria, the account size is Rs 15 crore. Crayons Advertising handles the creative and media duties for Kajaria, but the company decided to have a separate creative agency for Eternity. The media duties for Eternity, though, will be carried out by Crayons Advertising.
Speaking about the expectations the company has from the agency, Pankaj Sethi, vice-president - sales, says, "We want Clayground Communications to position brand Eternity as a premium brand from Kajaria in India."
When asked about why Clayground Communications was chosen, Sethi says, "We had some options, but you cannot judge a person by just hiring. You need to have a couple of meetings and only then do you get to know the extent of the knowledge that person has. We found that Clayground had adequate knowledge and understood our product and what we required."
Commenting on the account win, Vandana Katoch, founder, Clayground Communications, says, "We are excited to have been entrusted with the responsibility to steer the fortunes of this premium brand from Kajaria. Our task is to establish Eternity as a dominant brand in its own right."