Kaleesuwari seeks agencies for Masterpiece brand

Kaleesuwari Refinery, the Chennai-based privately held edible oil company, is set to launch its margarine brand Masterpiece in a big way. The company is best known for its sunflower oil brand, Gold Winner.

K.R. Sathya Vendan, general manager (commercial & marketing), Kaleesuwari Refinery, told agencyfaqs! that the company is looking for a suitable advertising agency to design a campaign for the brand.

Masterpiece, which is a variant of margarine and is known as a 'bakery shortening', is targeted at bakeries across South India. Essentially, the product is used to make cakes. The bakery industry down south is approximately worth Rs 1,000 crore, Sathya informs.

The company is doing test marketing for the product right now, and a formal launch will be happening shortly. Initially, the product will be available at 15 kg; a 10 kg pack will follow later.

Even the Gold Winner brand, which is the umbrella brand of the company, will be witnessing a new campaign soon. It is learnt that Euro RSCG, Chennai has just completed the creative production of a three serial ad. The creatives, which are currently being evaluated for their effectiveness, may be used by the company in its media communications. The size of the advertising spends is estimated to be around Rs 10 crore.

Sathya hastened to add, "We normally do the media planning and buying through in house resources, and we have not yet finalised with any agency to represent our interests. In fact, we are still contemplating whether it is advisable at all to have a single agency to handle our national accounts." Incidentally, the company's campaign in Kerala has been created by Chhaya Advertising.

Sunflower oil brand, Gold Winner, is the market leader in its category in the south. Kaleesuwari Refinery claims to have an annual turnover of Rs 400 crore, and exports its produce to Malaysia, Singapore and Sri Lanka. © 2004 agencyfaqs!