The decision that at least 10 agencies were awaiting for with bated breath has finally been made.
Equus Red Cell, Delhi, has won the Rs 3-4 crore creative business of Ozone Ayurvedics' eye care brand ITIS, beating nine other agencies in the running. Many among our readers might wonder why Equus Red Cell was not mentioned along with the other agencies in our story "Ozone Ayurvedics calls for a creative pitch", which we ran last month (October 25). Incidentally, agencyfaqs! had reported the names of eight agencies that were invited by Ozone Ayurvedics - O&M, Grey, Mudra, Dhar & Hoon, TBWAAnthem, Enterprise Nexus, SSC&B and RKSwamy/BBDO. As it turns out, Equus Red Cell and Headstart Advertising decided to throw their hats in the ring getting a cue from that story.
The brief to the agencies was simple. "The idea was to creatively explore new horizons to position ITIS. And to that end work out an integrated approach to take the brand forward," says Ravi Aggarwal, brand manager, NOMARK and ITIS, Ozone Ayurvedics. With that as the starting point, Swapan Seth, co-CEO, Equus Red Cell, says, "We made a pure-play creative pitch in a matter of a few hours of getting the brief. We wished to demonstrate our creative skills, our turnaround time and our fortified ideas across media."
Obviously, Equus is ecstatic. "The entire pitch process is a lesson that many clients could learn from. It was supremely structured and we enjoyed battling it out with nine other agencies. Ozone is an aggressive player and there was a clear meeting of minds and aligning of aspirations between the client and agency," says Seth. Aggarwal too found the entire presentation process an enriching experience. "Each one of the agencies did a great job. They all came up with good ideas and gave an informative presentation. Unfortunately, we could select just one agency."
As things stand now, the three major brands of Ozone are aligned in the following manner. NOMARK, the flagship brand of Ozone Ayurvedics, is with Rediffusion DY&R, Quick (a joint pain relief balm) is handled by FCB-Ulka and ITIS will henceforth be handled by Equus Red Cell. The AOR of all the three brands continues to be with Madison Media.
The task for Equus Red Cell is simple. Build volumes for the brand. Beyond this, Aggarwal is not ready to reveal anything at this point in time. © 2002 agencyfaqs!First Published : November 21, 2002