Tops moves to Noshe Oceanic

Noshe Oceanic has bagged the advertising duties for Tops and will handle both creative as well as media duties for the brand. The size of the account is pegged to be worth Rs 1.5 crore. The incumbent agency was O&M.

Vijay Mannan, director, Tops, says, “Noshe presented its credentials and we liked them. Moreover, we are too small for an agency such as O&M, and the equation did not really fit well.”

Being the umbrella brand of GD Foods, Tops is a well-known brand across households in India. Tops develops and provides a wide spectrum of quality processed foods such as culinary sauces, pickles, jams, tomato ketchup, custard powder, jelly, beverages and instant mixes.

Commenting on the new business, Asheesh Sethi, president, Noshe Oceanic, says, “The challenge is to build a relationship between the brand and the consumer. And this relationship lasts longer if the brand gets into the consumer’s mind.”

The agency is looking at positioning Tops – which has already built a market for itself – as a price-friendly brand. Sethi says, “We are looking at a complete re-orientation of the brand’s persona.”

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