Following a multi-agency pitch, Triton Communications has won the estimated Rs 2-crore Jeet spices business from Aar Aar Fragrances, a Rs 100-crore group which is also into Paan Masala and Gutka marketing. agencyfaqs! has learnt that in the first round five agencies - Everest Integrated Communications, Mudra Communications, Rediffusion DY&R, Enterprise Nexus and Triton Communications - made credentials presentation. However, only two - Triton and Rediffusion - slugged it out in the final round.
Triton is decidedly upbeat about the new business given the opportunity it presents in terms of brand building. Aar Aar Fragrances is planning to launch blended and single spices under the brand name Jeet. The range will include masalas like Garam Masala, Meat Masala, Chhole Masala and Sambhar Masala. Its masala portfolio will also include speciality blends range like Stuffed Baingan mix, Bharava Kareila, which are uniquely Indian preparations appreciated across the country.
Talking about the positioning strategy of Jeet, Vivek Srivastava, executive vice-president, Triton Communications, Delhi, says, "The brand is positioned as a homemaker's ally - to help her win over tastebuds and hearts. She is an SEC A/B homemaker who is not averse to using convenience food products." The strap line of the campaign aptly sums up the idea in "Jeet Hai to Har Din Aapki Jeet Hai."
While Jeet will allow the agency to stretch its creative muscle, the task is not going to be easy. The spices market in India is estimated at Rs 10,000 crore, with the unorganised sector constituting a staggering 70 per cent. The balance 30 per cent formed by the organised sector is divided among strong players such as MDH, Everest, DUTA and Shakthi. However, each of these is strong in a particular region only; like MDH in the north, Everest in the west, DUTA in the east and Shakthi in the south. Not only that established players (for example, ITC) with big muscle power are eyeing this market for a high profile splash.
But Aar Aar is unfazed. Its ad campaign is ready and will break in late January or early February. To reach its target, these ads will be telecast on news channels, DD and women-oriented programmes on various C&S channels. © 2003 agencyfaqs!