Euro RSCG, Delhi, has been lying low for a while now. But, Sanjeev Roy, director, is quick to point out "…we have been lying low in the media but we have been very aggressive in our work." Looks like its war plan is working well. The agency has pocketed Rs 8-10-crore worth of new business in the last few months.
Among the three new businesses it has won are Chattisgarh Tourism Board, Triveni Sugar and the Eternit (asbestos sheet). While the Chattisgarh Tourism (Grey has also been empanelled by Chattisgarh Tourism Board besides Euro) and the Triveni Sugar businesses were the result of multi-agency pitches (Mudra Communications and Equus Red Cell were also among the shortlists for Triveni), Eternit happened out of an uncontested presentation (the incumbent was SSC&B).
Euro has begun work on the three accounts already. While agency officials did not reveal much about the promotional strategies, they indicated that three accounts were at "various levels of their communication cycle".
Roy explains, "Since Eternit is an old reputed brand, the task for us essentially is to strengthen its brand value." Triveni, on its part, needs a different treatment. For the record, Triveni Sugar is part of the Triveni Engineering & Industries group, which, in addition to sugar production, focuses on small power, water and waste treatment. "Our involvement with Triveni is from the stage of creation of a brand to the launch of it."
The Triveni Group has been operating in the loose sugar market since 1933 and intends to foray into the Rs 25-crore packaged sugar market soon. Currently, there are four players operating in this space - Dhampure, Mawana, Trust and Modi - and Triveni is hoping to gain marketshare by expanding the market. Which implies, it aims to convert loose sugar consumers to packaged sugar and thus grow the category.
As for Chattisgarh, it is learnt, "brainstorming sessions are on" between the agency and the client.
Another significant development at Euro RSCG is the infusion of fresh blood in the senior management team. Four members have joined the agency's Delhi office. Anisha Motwani and Rajat Sharma have joined Euro RSCG as vice-president and group account director respectively. They move from Leo Burnett. Virag Mishra has been appointed creative group head. He moves from Dhar & Hoon. And Ashish Chakraborty, who was with Publicis, has taken on the mantle of executive creative director. It is a team that Roy is proud of. "It is one of the best teams in the country," he claims. Â© 2003 agencyfaqs!