The JWT Chennai uncorks the bubbly as it celebrates the win of the Pondicherry Tourism account.
The pitch, that had witnessed scores of agencies from Bangalore and Chennai in the running for the prestigious business, went through two rounds of elimination.
As it turned out to be, JWT Chennai pipped the many in the fray and brought home the business. The agency's kitty of accounts include Ford, Parryware, Parry's Confectionery, Cholamandalam, Aircel Easy Deal (ROTN), Lifestyle, and GM Pens.
According to agency executives, before the account was put under review, the advertising duties were split between McCann-Erickson Chennai and TBWA India, Chennai. While McCann confirmed that it was not in the empanelment this year, TBWA India said that it is unclear on the status as the agency has not received any intimation from Pondicherry Tourism so far.
Naturally, the excitement levels are very high. "We're ecstatic!" says Indu Balachandran, executive creative director, JWT Chennai. "We simply had enormous fun working on this one...we explored ideas of how to use unconventional media and it worked for us..."
What swung the decision in the agency's favour was its two-pronged communication strategy for Pondicherry Tourism. One of course was an all pervasive approach that promoted Pondicherry as a tourist destination site. The other was positioning Pondicherry as a weekend getaway place.
"Apart from a specific all-India communication strategy for Pondicherry, the agency's main focus was to appeal to young couples and families in Chennai and Bangalore - and the joy of driving down for a peaceful weekend along the excellent East Coast Road. In a nutshell, the task is to make 'Peaceful Pondicherry' memorable among specific segments of holiday travelers," explains Ranji Cherian, associate vice-president and client services director.
In fact, such is the enthusiasm at the office, Cherian's team was already 'up and running' on the account from the very instant it got the news of the win. © 2004 agencyfaqs!