Triton Delhi, that has been keeping quiet for sometime now, suddenly has a lot of reasons to talk.
The Delhi branch has won three businesses which include floor and wall tiles brand Kajaria Ceramics, a mass market company of lingerie Belle Wears, and the Delhi Government. All the businesses put to together amount to capitalised billings of Rs 11 crore.
The two account wins and the empanelment on the Delhi Government board were preceded by a multi-agency pitch. Among the dozens of agencies in the fray for the Kajaria account, Rediffusion, Dentsu, Lowe and O&M were in the fray. The account moves from Sobhagya.
Based on the brief given by Rishi Kajaria, director, Kajaria Ceramics and Manish Prasad, manager, corporate communications, the agency made two rounds of strategy and creative presentations.
Triton has been awarded the creative responsibilities and media buying for the print media for Kajaria. Media buying for television, however, would be done by another media independent, Alliance.
The immediate task - in the light of the challenges posed by this category - is to build Kajaria into a brand with a strong emotional bonding with its consumers constituted by families, who build their own homes or even renovate them.
"Kajaria today enjoys leadership in the category and is seen as an innovator in the category with new introductions in terms of design, surfaces and range. Thus, the objective of the advertising would be reinforce these attributes and create a brand with a high level of empathy. In fact, Kajaria upped the ante last year vis-a-vis its competitors by launching a high visibility TV campaign. This led the competitors to follow suit. Our objective would be to follow the same strategy, but at the same time outpace competition through new communication ideas and fortification of the Kajaria brand," explains Vivek Srivastava, executive director, Triton Communications.
The Rs 1,200 crore floor and wall tiles market is crowded by players such as HR Johnson, Orient, Bell, Somany and Nitco. And, the market is also growing at a healthy rate of 25 per cent per annum.
At the same time, the category does show signs of seasonality. "It is pretty much linked to the construction cycle and the demand perks up, when the homes reach the finishing stage, which invariably is around post monsoon and goes on till early summers," enunciates Srivastava. Thus, keeping the seasonality factor in mind, the ad campaign will coincide with the forthcoming key sales months.
On its part, Triton promises a dedicated task and result oriented team, which will honour the mandate of quality creative output.
Coming to Belle Wears, the business was won by Triton after presenting its credentials and its past achievements. The account was earlier with Foundations.
"The company was seeking to partner an agency on a long-term basis and take its brands national from its present strong markets of north India. The media options being explored are print, TV and below the line, which includes having sales girls at key sales outlets across cities," adds Srivastava.
Bell Wears is in the business of mass and mid-segment lingeries and specialises in brassieres. Some of its brands include Tweens, Teenager and Komli. Gopal Malhotra, director, Belle Wears, points out that the company's offering is more utilitarian than fashion oriented.
"For the company, the larger mass of consumer lies at these two segment points as the women upgrade from unbranded products to branded ones. And the price points addressed by the segments are Rs 50, Rs 60, Rs 90 and 120." .
In that context, the communication strategy is being developed on the lines of what appeals to the sensibilities of the fashionable Indian woman from higher and lower economic sections.
As for the Delhi Government empanelment, Triton has been empaneled along with half a dozen other agencies to carry out the communication tasks of its various departments such as Transport, Environment and Health.
The primary task for the agency is to create awareness to elicit participation from the public in key civic matters. "In our view, it is quite a challenging task to portray government initiatives in a dynamic manner and elicit positive vibes from the indifferent citizens. However, following quite a few path-breaking initiatives from the Delhi Government in the recent past, it makes the task a bit easier."
Among other sundry developments at Triton, Shriniwas Sinha has joined as associate media director. He was with Grey Media. Kishore Pingale has also come on board as art group head. He joins after stints with Percept and Vaishnavi Communications. © 2004 agencyfaqs!