The Delhi office of Triton Communications is on overdrive. The agency has just pocketed four new advertising accounts, which include the Jaipuria Group's real estate division, Art-d-inox, the lifestyle brand from Jindal Steel, Powergrid Corporation, and Fena detergent and Nip dish wash bar brands owned by Fena Pvt Ltd. The agency has won the creative as well as the media duties of all four accounts, which, put together, amounts to Rs 12 crore in capitalized billing.
All the businesses have been won in a multi-agency pitches. While the agency refrained from naming the respective agencies that were in the fray for the four accounts, the pitch for Powergrid Corporation apparently had some 70 agencies in the running. For the record, Fena and Nip have moved from Everest Integrated Communications. With Fena and Nip in the kitty, Triton has now consolidated its Fena portfolio, as it already handles the advertising for premium detergent Impact and Para, a popular segment brand.
Elaborating on the task at hand with regard to Jaipuria's real estate venture, Vivek Srivastava, executive director, Triton Communications, says, "We have to launch the company's commercial and residential complexes located east of Delhi very soon. The idea is to highlight the project's key strengths based on the promoters' credentials, the layout and the location advantage, and build customer confidence." For Art-d-inox, a premium range of stainless lifestyle products for homes, the nature of work includes "path breaking" design inputs and giving the brand a "unique lifestyle edge. It is virtually like creating a new category," Srivastava explains.
For Fena, the mandate is to enhance the brand's salience with a definite aim to increase market share. "Incidentally, Fena is one of the few brands to post consistent growth in the economy segment for the last three years, whereas the shares of the big players have been declining or maintaining a status quo," claims Srivastava. "Nip dish wash bar shall be a high-decibel relaunch keeping in view the category pressures, and shall be backed by a strong customer empathy building promise. This would roll out shortly." As far as Powergrid Corporation is concerned, the communication task is to enhance the company's image. "That we will do by highlighting its achievements, efficiencies and diversifications," Srivastava adds.
Meanwhile the agency's Mumbai branch has picked up substantial business worth Rs 40 crore in the past two months. The wins include the creative duties for Diwan Rahul Nanda's TOPS Group - Emergency Response Management, Faber India (a subsidiary of Faber SpA of Italy), makers of Electric Chimney, Pristine, a real estate developer in Pune, and the soon-to-be-launched range of condiments from Desai Brothers, the owners of the Mother's Recipe brand. Triton has also won the media duties for Mother's Recipe.
According to a statement issued by Triton, Mumbai, Ali Merchant, director, Triton Communications, is quoted saying, "The recent new businesses have been bagged purely on the parameters of creative and strategic inventiveness and consumer understanding by our team. We are really excited and looking forward to many more opportunities to demonstrate our aggressive path-breaking work to increase the businesses of our clients and their brands." © 2004 agencyfaqs!