Triton's Delhi and Mumbai offices are on a winning spree. While the Delhi branch has pocketed new business worth Rs 7.5 crore, Triton, Mumbai, has added another Rs 8-10 crore of business to the agency's roster. Triton Delhi has won Delhi's first Ecotel Uppal's Orchid, Swarovski and Sivananda nutrition supplements and oral care, and Mumbai has picked up Venky's Chicken and Royal Pet from Venkateshwara Hatcheries and Balrampur Chini Mills.
Among the Delhi businesses, the size of Uppal's Orchid may be modest to begin with, but it is a prestigious account. In fact, it was hotly contested by five agencies including O&M, iB&W Communications (which services the Mumbai branch of Uppal's Orchid) and McCann-Erickson. Explaining the brief, Pushpinder Kumar, general manager, Uppal's Orchid, says, "All the agencies were given a common and a simple brief which was to promote Uppal's Orchid as a five-star deluxe business Ecotel by emphasising that Uppal's Orchid offers luxury which goes hand in hand with responsibility." Based on this brief, these agencies made a creative-cum-strategy presentation.
Now that Triton has won the business, the task for the agency is to reach out to its target audience through print and more importantly, through direct response-oriented activities such as mailers and on-ground events.
While one team is toiling on Uppal's Orchid, another in Triton's Delhi office is busy charting out launch plans for the new products of Sivananda, the newly launched biotech division of Mayar India. "The products from the Sivananda stable are not the standard run-of-the-mill stuff. They are value-added products, the formulation of which has been modified to suit the modern life requirements," says Vivek Srivastava, executive vice-president, Triton Communications, Delhi.
Currently, Sivananda has two products in the market (in the north, west and east of India) - Sivananda Lal Dant Manjan (for total oral care) and Sivananda Bal Chyawanprabha for children. "Just to give you an idea of the kind of modifications the company has done to make the product more appealing, Bal Chyawanprabha is available in vanilla flavour to make it taste better," adds Srivastava. The TVC of Bal Chyawanprabha is currently running on channels such as STAR, ZEE News and Aaj Tak.
As far as Swarovski is concerned, the agency has to work on building an appreciation and understanding of the quality and the value of Swarovski crystals. Thus the media plan is focused more on print advertising and retail activities.
Over to Mumbai.
Triton won the Venkateshwara Hatcheries (VH) creative as well as media businesses in a two-way pitch against incumbent Enterprise Nexus, informs Marzin R Shroff, executive vice-president, Triton Communications, Mumbai. The VH business includes Venky's Chicken in Minutes, Venky's Frozen Chicken and Fresh Chilled Chicken. Though Shroff did not reveal the promotional strategy, he did mention that, "… the idea is to broadbase the category and build an emotional bond with the consumer."
The other brand from the VH group is Royal Pet. Talking about Royal Pet, Shroff says, "Royal Pet has launched brands aimed at growing the Pet care category in India, including products in the Pet foods segment, moving on to products in the pet healthcare segment."
The Balrampur Chini Mills (BCM) business was won in a multi-agency pitch. Four more agencies had pitched for the business, including Ambience, Interact Vision, Bydesign and Nirantar. Says Shroff, "BCM is one of the largest manufacturers of sugar in India and this development precedes their foray into the branded/packaged sugar market. BCM will launch packaged sugar under the brand name Balrampur Chini." The launch, scheduled for end 2002, will be supported by communication that is TV-led, backed up by messages through other media. Â© 2002 agencyfaqs!First Published : November 22, 2002