Grey Ahmedabad adds Digjam, OCM to its kitty

The Ahmedabad office of Grey is on cloud nine. The branch has pocketed business worth Rs 6-7 crore. These include suiting brands Digjam and OCM of Birla VXL (which is part of the SK Birla Group) and the Vadodara based Bell Ceramics, a public limited company with an annual turnover of Rs 138 crore.

Bell Ceramics is in the business of wall and floor tiles and plans to foray into vitrified tiles business as well. In that context, the communication challenge at hand for Grey is to promote the brand Bell Ceramics aggressively.

The Digjam and OCM brands were won in a multi-agency pitch. The agencies in the running for the account, according to executives at Grey, included Contract and JWT. Apparently, the Digjam account was serviced by a local agency before it was put under review.

Birla VXL has hired Grey as its integrated communications business partner. That means the agency, in addition, to giving creative inputs, would be in charge of media planning and providing PR support as well.

Clearly, the task at hand for the office is to re-establish the credentials of the Digjam brand, which has been virtually absent from the media, and has dropped several notches in the consumers' brand preference order.

But Grey assures that the brand has much to boast about, besides its lineage of star endorsers of the last decade. "While yes, Raymond is the leader in this category, but how many are aware of the fact that the Digjam is the largest exporter of its worsted fabric to international designers such as Hager, Nautica and Giorgio Armani!" says Pankaj Mudholkar, vice-president, Grey Worldwide, Ahmedabad.

Based on the finding, the team on the brand has decided to position the brand on the lines of 'Dressing the World'. "We have adopted this positioning because the Digjam fabric is being used by international labels. And as for OCM, the creative task is similar. We have to revive the brand," concludes Mudholkar.

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