Grey wins Tetra Pak and Biocon accounts

After the recent wins of Hyundai's Terracan and Medimix, Grey Worldwide India has added two more advertising accounts to its kitty - Tetra Pak and Biocon. While the Tetra Pak account will be serviced out of Mumbai, Biocon will join the agency's roster in Bangalore. Both the wins were the result of multi-agency pitches. Besides Grey, three other agencies - Quadrant, McCann-Erickson and Bates India - pitched for the Tetra Pak account. At least two agencies - including JWT and Grey - fought for the Biocon account. The two businesses put together would add Rs 4-5 crore in annualised billings.

Talking about the gains, Nirvik Singh, chairman, Grey Global Group, South Asia, says, "We are pleased to have Tetra Pak and Biocon on board, particularly as we competed with the best in the business. We offer a healthy combination of creativity and an understanding of the consumer as well as the client's business - which sets us apart. We are glad that our clients recognise our strengths." He adds, "Grey's success can be largely attributed to the fact that we are looking at business solutions for our clients rather than mere advertising solutions."

Elaborating on the task at hand Singh says, "We will help Tetra Pak increase awareness about the benefits of Tetra Pak packaging. Currently, people in India see Tetra Pak packaging as a mere carton. We will attempt to highlight the unique benefits of ultra high temperature/aseptic technology that gives products a longer shelf life without the use of preservatives. The unique six-layer Tetra Pak packaging also prevents environmental elements from harming the contents, making it safe and hygienic."

The other new business of Grey, Biocon, is a biotechnology company engaged in the manufacture of biomolecules for healthcare and specialty industrial enzymes. Interestingly, this is the first time that the company has aligned its advertising business with a full-fledged agency. Explaining the nature of the partnership with Biocon, Anirudha Mukhedkar, vice-president, Grey Worldwide, Bangalore, says, "The idea is to build the brand association of Biocon in a manner that anybody anywhere who has diabetes, cancer or any cardiovascular disease should be looking to Biocon for solutions." © 2003 agencyfaqs!