The size of the business is estimated at Rs 1 crore
Following a multi-agency pitch, Grasshoppers, Delhi has bagged the creative as well as the media duties for the northern and western market of Muthoot Group. However the creative duties of Muthoot Group, nationally are handled by Mudra, Kochi.
Speaking to agencyfaqs!, KC Jacob, official spokesperson for the Muthoot Group, says, “The company has always maintained a low profile as far as advertising is concerned in northern India. However, we now plan to create more visibility for the company. So, we were looking for a small agency to handle tactical advertising in both North and West India.”
Jacob adds, “Before the presentations, Grasshoppers did a lot of groundwork. They executed an exhaustive study on the company and our existing clients. During the presentations, they came up with some brilliant brand solutions. The agency’s level of involvement was amazing and their attitude blended perfectly with us.”
The media mix for the campaign will be aimed at vernacular newspapers as the main target group is the middle and lower classes. Tactical advertising will also be conducted through radio, cable television and below-the-line activities.
An enthused Arjun Banerjee, chief, Grasshoppers, says, “The client acknowledged our approach towards the business and the creative strategy that we displayed in our presentation. We hope to deliver some outstanding work for them.”
For the record, the Muthoot Group, which has been in operation since 1887, is one of the largest business groups in India, with interests in multiple domains such as finance, healthcare, education, hospitality and real estate.
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