Marching Ants bags ‘Mid-Day’ and Natraj Foods

Mumbai-based ad agency Marching Ants has added two new accounts to its kitty. These include the creative duties for ‘Mid-Day’ and Natraj Foods’ soon-to-be-launched, ready-to-eat food brand.

The size of the ‘Mid-Day’ business is estimated to be around Rs 2.5 crore, while the Natraj Foods business is around Rs 5 crore.

Natraj Foods will call for a separate media pitch in November 2005.

Meanwhile, Marching Ants has won a few project-based businesses for Hungama TV and GO 92.5 FM as well as the corporate account for Planman Life.

Rajesh Tahil, group publisher, Mid-Day Multimedia, says, “Marching Ants has been handling ‘hitList’ and various other projects for quite some time. We liked the agency’s work, and when we were on the lookout for an agency for the entire Mid-Day brand, we decided on them.”

For the record, Contract, Mumbai, used to handle the creative duties for ‘Mid-Day’ till last year. But of late, ‘Mid-Day’ has been giving out project-based businesses to separate agencies.

Shirish Handa, general manager, Marching Ants, says, “We have won these businesses on the basis of our past work across various categories. In the case of the Natraj Foods business, we charted out a plan that encompassed non-conventional media, in addition to traditional media. That was what the client was looking for.”

Natraj Foods is a new entrant in the ready-to-eat foods market and it plans to introduce its products in both Delhi and Mumbai. The communication mix for this new brand will include television, press, outdoor, radio, below-the-line activities and also on-ground promotions.

© 2005 agencyfaqs!