Mudra and Contract also took part in the pitch process for the N Chandrababu Naidu promoted dairy company, which is planning its foray into organised retail. As per an industry source, the size of the business is around Rs 5-6 crore
After a multi-agency pitch, Orchard Advertising has bagged the creative and media duties for Heritage Foods India, the Hyderabad based dairy products company. The company, promoted by N Chandrababu Naidu, former chief minister of Andhra Pradesh, plans to foray into the organised retail space with supermarkets across South India, starting with Hyderabad, Bangalore and Chennai (in that order).
Santhosh Unni, head, operations and marketing, Heritage Foods Ltd, confirmed this development to agencyfaqs! According to Unni, “The brief given to the agencies was best understood and articulated by Orchard.” Although there was no official confirmation on the size of the business, industry sources peg it at Rs 5-6 crore.
Nitish Mukherjee, managing director, Orchard Advertising, tells agencyfaqs! that it is too early to disclose the strategy Orchard will adopt for Heritage Foods India. “Organised retail is a fairly new space, particularly so for the company which is entering a new sphere altogether,” he says. “I think on the basis of a single, powerful idea, we have shown our ability to connect with the consumer in a refreshing and thorough manner.”
Mukherjee adds, “While our strategy is different, what the client has appreciated is that it’s not different for the sake of it.”
“In fact, we were able to realise how consumers will react to the new experiences that Heritage will offer. That’s what helped us in proving our edge over the others,” he says.
As reported earlier by agencyfaqs!, Mudra and Contract were also in the race for the business. A source revealed that Saatchi & Saatchi, too, was in the race, but this could not be confirmed.
The media mix is yet to be decided. In its first foray into supermarkets, Heritage Foods India plans to open close to 50 convenience format stores, each measuring 3,000-4,000 square feet, in its first phase (the present financial year).
For the record, Heritage Foods India was formed with the mission of spreading prosperity in rural India through cooperative efforts and aims to serve customers with a hygienic, affordable and convenient supply of milk and milk products. It offers products such as milk, curd, ‘ghee’, buttermilk, flavoured milk, skimmed milk powder and dairy whitener.
© 2006 agencyfaqs!