TBWA, Bangalore, bags the ad duties for Nandu’s Instant Foods

TBWA, Bangalore, has bagged the advertising duties for Nandu’s ready to eat convenience foods. There was no formal pitch for the business, but three or four other agencies were reviewed on a one to one basis, though their names could not be ascertained. Turnaround, Bangalore, was the incumbent agency for the business.

The size of the advertising spend is estimated to be Rs 2-3 crore.

Commenting on why TBWA, Bangalore, was chosen over the others, Sundar Raj, head of marketing, Nandu’s, says, “The direction and approach which TBWA gave us was completely unconventional as compared to the other agencies. It had a deeper understanding of the business and was able to position Nandu’s as a challenger brand.”

Kaustav Das, vice-president, south, TBWA, India, says, “With the means of our planning tool, Disruption, we challenged the accepted norms in the market for the business and were able to impress the client with our philosophy.”

The media mix for the business is still undecided, but TBWA plans to use unconventional media, as well as others, for the advertising.

For the record, Nandu’s is part of a business conglomerate that has diversified business interests in poultry, processed chicken and hotels and construction, with operations spanning India’s Southern states. Nandu’s specialises in difficult to make at home dishes and offers wholesome and delicious food products that are convenient and easy to prepare.

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