Neha Kalra

Tribhovandas Bhimji Zaveri hires GOD

Leo Burnett, Dentsu Marcom and Madison have also worked earlier on the TBZ account

Gang of Designers (GOD) has bagged the creative duties for Tribhovandas Bhimji Zaveri (TBZ). The media duties, however, will continue to be handled by Group M’s Motivator. The size of the business is estimated to be in the range of Rs 4-5 crore.

Prior to this, Leo Burnett handled the creative duties for TBZ. In fact, it was just a couple of months ago that Leo Burnett was awarded this business. What led to it moving out from Leo Burnett in just three months could not be ascertained. Neither the incumbent agency nor its client was ready to talk about it.

All agencyfaqs! could get from Leo Burnett’s managing director, Arvind Sharma, was that the relationship, though short-lived, was a wonderful one.

The official quote says that both parties have decided to part ways amicably.

Sandip Bomble, executive creative director, GOD, tells agencyfaqs!, “Our strategy was basically knitted around the concept of the TBZ woman. It was an untapped thought which helped us win the account.”

Bomble adds, “In the span of my career, I have worked on brands such as Nakshatra, DTC, Collection G, Asmi and Sangini. Thus, I had an idea of what the client would expect from us. Our understanding of the category was a key factor that the client appreciated.”

TBZ is looking forward to two new showrooms being launched soon, one in Santacruz, Mumbai, and the other in Hyderabad. GOD plans to work rigorously on these launches.

GOD wants to focus on merchandising, apart from advertising, for the client. Below-the-line activities will also be tried at some stage.

For the record, GOD recently bagged the creative duties for Iqara Broadband and the Jasubhai Media promoted AEC Retail Exposition. It has also worked with Endemol Productions on the advertising for ‘The Great Indian Laughter Challenge’.

© 2006 agencyfaqs!

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