Dilbagh Pan Masala decides on Promodome

Company Brief

New Delhi, November 18, 2013

The Pan Masala market is a highly crowded and competitive place to be in. The few brands that occupy the top rungs enjoy an existence that is not ordinarily threatened. However, the moment you move down a couple of notches, every brand and every product offering lives perpetually on the edge.

There are small, extremely regional brands that thrive on low quality product, retailer push and customer ignorance. Or even apathy at times from the customer as to which brand he is buying. It’s also a highly price sensitive market and has of late been a target of multiple legislations that have kept the manufacturers on tenterhooks.

Hence, when the makers of Dilbagh were scouting for a new agency their first priority was an agency that could develop clutter breaking creative and plan a media strategy that would deliver the necessary edge in the market. They zeroed in on Delhi- headquartered Promodome Communications which has developed the current campaign running primarily on television and outdoor.

The agency has created a series of three television commercials and outdoor as well as print campaign based on the same idea. As per Rajshekhar Malaviya, CEO, Promodome Communications, “the campaign carries forward the earlier line of Dilbagh, Dil Hai to Josh hai, in a new avatar, with three different themes – one is Holi, second cricket, and the third is a fat man eating as if there is no tomorrow. Given the product category the stories are kept simple with the objective of ensuring strong brand recall.”

The campaign is currently in its first burst, that began in October and will go on till December, and it shall be re run after a short break. Promodome is handling bothe creative and media duties for this client.

For further information, please contact:

Rajshekhar

Mobile: +919818221506

Email: rajshekhar@promodome.net