Sumita Vaid

O&M bags Seagram's brandy-rum, Dabur Corporate & Shipra Sun City

The combined size of the business will be around Rs 15 crore

Life is indeed beautiful at O&M's Delhi office these days. In recent weeks, the company has silently picked up three prestigious accounts - Seagram's brandy and rum brands Three Kings and Amigoz, Dabur's corporate business, and Shipra Sun City.

An excited Sanjay Thapar, Delhi branch head of O&M, confirmed the developments to agencyfaqs!. The combined size of the businesses will be around Rs 15 crore, he added.

Winning Seagram's brands has especially taken the agency to a new high as this involves the liquor major consolidating the business with a single agency. Earlier, while O&M serviced the whiskey brands - Royal Stag, 100 Pipers, Blender's Pride, Chivas Regal, Imperial Blue and Glenlivet, Contract was responsible for Three Kings (brandy) and Amigoz (rum).

While Seagram's Three Kings is positioned as a semi-premium offering, Amigoz is in the upper end of the regular segment. The company is a part of Groupe Pernod Ricard in India.

"We are very happy that the Seagrams management has reposed their trust in us. It must have been the good work for the whiskey brands, which ultimately worked in our favour," says a happy Thapar.

The work for Dabur Corporate is also expected to be an exciting one. O&M has started on a new corporate film on the FMCG major Dabur group. "The win came after a hard-fought battle with three other agencies," Thapar said, hinting that the work with Dabur will involve an ovrhauling of the corporate brand image. Contract Advertising, FCB-Ulka and Dhar & Hoon are the club agencies of Dabur.

The Shipra Sun City account win has a different story. It seems that the senior management of North India-based real estate major, Shipra Estate, was very keen that O&M handled the account. Shipra Sun City is a township jointly promoted by Shipra Estate Ltd and the Ghaziabad Development Authority.

The Sun City project, valued in excess of Rs 750 crore, includes a water park, multiplex, shopping mall, a five-star hotel, and a couple of schools besides a sprawling residential complex. Earlier, the account used to be serviced by Everest, Delhi.

Explaining the road ahead for O&M, Thapar said, "We are looking at striking a balance between organic growth and growth through acquisitions. For these brands, we would employ a 360-degree approach. It's not just above-the-line or below-the-line, O&M believes in integrated brand communication, and that's what we intend to apply to these brands," Thapar concluded.

© 2004 agencyfaqs!

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