Saatchi & Saatchi, Delhi, bags Pentair Water India

Following a multi-agency pitch, Saatchi & Saatchi, Delhi, has bagged the creative duties for Pentair Water India. There were two other agencies in the fray. The account is believed to be in the vicinity of Rs 5 crore. The incumbent agency was JWT.

Pentair is a diversified operating company headquartered in Minnesota. Its Water Group is a global leader in providing innovative products and systems used worldwide in the movement, treatment, storage and enjoyment of water. With revenues expecting to touch $3 billion in 2005, Pentair has more than 13,000 employees worldwide.

Bashob Dey, director, marketing, Pentair Water India, says, “We are primarily perceived as an industrial water treatment company, but some time ago, we forayed into residential drinking water purification systems, which are based on reverse osmosis (RO). Our communication strategy is to highlight this factor.”

When asked what helped the agency win the business, Alok Lal, EV-P and head, Saatchi & Saatchi, Delhi, says, “Our strategy during the pitch presentation was to look at the overall business development as opposed to just restricting ourselves to conventional advertising.”

“Even the media plan includes the extensive use of both above the line as well as below the line activities. It seems that this approach has worked,” adds Lal.

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