Triton Communications, Delhi, has pocketed business worth Rs 5 crore over the past few weeks. These include Amity Group company Cross Border Marketing, online recruitment firm Jobsahead, two brands from Fena Detergent - Impact and Para - and fast food chain Subway. While Cross Border Marketing and Jobsahead were won in competitive pitches, the other two resulted from direct negotiations.
The agencies in the fray for Cross Border Marketing included Bates, Everest Integrated Communications, TBWA India and Foresight. In the Jobsahead pitch, three agencies made it to the last leg of the race - Capital Advertising, INCommunications and, of course, Triton.
Confirming the development, Vivek Srivastava, executive director, Triton, said he was not ready to talk about Cross Border Marketing, which is getting set to launch a range of personal care products that would compete with the high-end shampoos and lotions in the market. Talking about Jobsahead Srivastava said the agency's communication task would be to emphasise the leadership position of the online recruitment portal and create top-of-mind recall within its target group. As far as the vehicles of communication are concerned, "…the challenge is to come up with innovative media usage since Jobsahead in the past has been quite active in that area," pointed out Srivastava.
Fena, on the other hand, presents task of a different nature. "The idea is to strategically align the new products Impact and Para with respect to competition and grow the volume," explains Srivastava. While Impact is pitted against Ariel and Surf, Para is competing with the likes of Wheel and Nirma. The advertising duties of flagship brand Fena detergent, however, remain with Everest Integrated Communications.
To promote Impact and Para, print and TV would be the mainline media, with considerable emphasis on below-the-line activities. "The idea is to generate free trials and ensure repeats so that prospective consumers finally buy into the brand's promise. Here below-the-line will allow for one-to-one interaction with the prospective consumer," adds Srivastava.
Subway represents a big business potential for Triton since the company has embarked on an aggressive expansion plan. In Delhi alone, the food chain has about 20 outlets. For Subway the agency's task is twofold. "One is to increase the footfall in the outlets and the other is to promote Subway as a destination for healthy and fresh food." Print and radio would largely make up the communication plan with TV to be considered at a later stage. Â© 2003 agencyfaqs!First Published : September 25, 2003