Following a multi-agency pitch, SSC&B Lintas has won the advertising business of Ludhiana-based Vardhman Knitting Yarn. The size of the consolidated business - which includes both creative and media duties - is pegged at Rs 5 crore. While the names of the other agencies could not be ascertained, RK Swamy/BBDO is believed to have been in the fray for this account. The account moves from JWT (earlier HTA), which handled the business for more than a decade.
The agencies in the fray were asked to make presentations on credentials, strategy, creative, along with media and below the line activities for the next year. Talking to agencyfaqs!, Ajay Chandwani, president, SSC&B Lintas, said, "Our consumer and category understanding, and the commitment of the team, were the reasons SSC&B Lintas was awarded the account."
The task of the agency is twofold. While it needs to consolidate the market share of Vardhman, it will also have to fuel growth in the category. In line with this brief, the communication will aim to reinforce the relationship between the brand and the consumer and lay the ground for the launch of new products. The agency has begun work on a multi-media campaign for Vardhman. In all probability, the campaign will break next month.
The communication strategy will bank heavily on emotional appeal. "There is a great sense of involvement among people who use knitting yarns. They excitedly discuss new designs and patterns, creating an emotional bond in the process. Let me just say it is the emotional linkage in the act of knitting that is the core idea of our strategy," explains Chandwani.
Vardhman is a conglomerate with a combined turnover of Rs 2,000 crore. Vardhman entered the business of hand knitting yarns in the year 1978, though active brand communication started only in the year 1981. Incidentally, a huge chunk of the hand knitting yarn market (around 70 per cent) is in the grips of the unorganised sector. While Vardhman has around 12 per cent of the total market, it leads the organised sector with and 32 per cent market share. © 2003 agencyfaqs!