Euro RSCG, Chennai has reasons to celebrate. The Chennai office, in a straight pitch,
has won the sunflower oil brand, Gold Winner, the market leader in its category in the south. While agency officials declined from sharing the size of the business, industry sources peg the advertising spends at Rs 10 crore.
The agency's FMCG experience combined with its knowledge of edible oils helped it bag the business. Besides, the size of the business, opportunities in terms of innovative brand communication is what Euro RSCG is thrilled about.
"While, of course, Gold Winner is the most selling brand in the south, research showed that people did not empathise with its brand communication" says Kaustav Das, vice-president, Euro RSCG, Chennai.
Since the consumers were aware of the health benefits of the brand, the task was to turn the ad, which came across as a 'testimonial' ad into an 'enjoyable' one with, of course, a 'sound idea'.
In fact, the TV commercial on Gold Winner is on air and not just in the south but across the country. Clearly, the business plan is to launch Gold Winner nationally, however, an official word on the same was not forthcoming.
The other win, Euro RSCG is excited about is Sara Elgi Arteriors, which is a part of the Rs 400 crore Sara Elgi group. Sara Elgi has diverse interests - manufacturing facilities in south India, in house design and development infrastructure, and IT consolidation capabilities across operations ranging from spinning, engineering to software.
Unlike the Gold Winner win, Sara Elgi Arteriors was won in a multi-agency scenario. According to Das, there were as many as six agencies in the fray. Mudra South and McCann-Erickson were among the contenders.
Euro RSCG has been appointed as the company's integrated communications partner, where besides creative and media, the agency will provide PR services as well.
With Sara Elgi Arteriors, the task at hand is unique. The company plans to aggressively promote its metallic paints for windows and doors and polymer doors and windows. In a market that is still not evolved to recognise the benefits of metallic paints and polymer doors and windows, and where architects and interior designers mostly play a dominant role in these areas of purchase, the mandate for the agency is to target the consumers directly.
"Before Jaguar came out with its advertisement, consumers hardly paid attention to bathroom fittings. Subsequently, consumers only wanted Jaguar. So that is the kind of communication that we want to build. Build a brand that consumers want to buy for its brand name."
And essentially the strategy would address some of the key concerns of the consumers to get them into the fold. "To draw the attention of the consumers, the foremost task is to sell the concept that polymer doors and windows are damn good looking, which people think it to be otherwise. And, the second objective is to drive home the point that these doors and windows are literally maintenance free. The problem with most metal or wooden doors is the paint chips off, or the woods gets warped. But with polymer doors and windows, one does not have to worry, since there aren't any such drawbacks,'" explains Das. © 2004 agencyfaqs!