afaqs!

Noshe exits, NOMARKS is up for grabs again

By , agencyfaqs! | In | June 11, 2004
Ozone Ayurvedics is looking for an agency; has set aside a budget of Rs 12 crore for its brands


NOMARKS has a strange fate. Just some 15 days ago, the creative duties of NOMARKS was awarded to Delhi-based agency Noshe Oceanic. And yesterday, agencyfaqs! got to know that Noshe Oceanic and Ozone Ayurvedics, owners of the NOMARKS brand, have parted ways.

A bit of investigation revealed two versions of the same development. Giving the agency's side of the story Asheesh Sethi, president, Noshe Oceanic Pvt. Ltd., says, "We couldn't, in principle, agree on certain terms and conditions. We are very strict about this. So, when there's a disagreement in the initial stages, it is better not to continue further and land up with major problems later on. The agency has bid goodbye to the account."

Before the problems erupted, the Rs 12 crore NOMARKS' advertising account was a win that Noshe was justly proud of. The agency had a turnover of Rs 12 crore in the last financial year. The NOMARKS account, therefore, would have significantly improved Noshe's turnover.

However, PS Sandhu, vice-president, Ozone Ayurvedics, clarifies that the agency and the company have not certainly parted on a bitter note. "It was an amicable parting. We have mutually agreed upon the decision. Ideally, both the agency and the client should grow together and mutually benefit from the relationship. While Noshe is good in print and in media buying for print, our requirement for NOMARKS was a little different. We want to promote NOMARKS very aggressively through the electronic media....," he adds.

NOMARKS, says Sandhu, needs an agency which is multi-dimensional and can provide strategic inputs to the brand.

Industry sources wonder why Ozone woke up to Noshe Oceanic's lack of electronic media experience only after handing over the account.

Ozone Ayurvedics, Sandhu says, has set aside a budget of Rs 12 crore for its brands that include NOMARKS and eye care brand ITIS."

Rediffusion | DYR was the agency for NOMARKS, before it moved to Noshe. The media planning and buying for the brand remains with Ozone Ayurvedics. Before Ozone took direct charge of the media duties, that part of the business was with Total Media, the media arm of Everest Integrated Communications. © 2004 agencyfaqs!

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