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SSC&B Lintas, Bangalore, bags Antiquity Cassettes and CDs

The pitch for the business happened in early October 2006. Industry sources put the size of the business at Rs 4-6 crore

SSC&B Lintas, Bangalore, has bagged the creative duties for Antiquity Cassettes & CDs. The brand Antiquity is part of United Spirits (USL), the spirits business arm of the United Breweries (UB) Group.

The pitch for the business happened in early October 2006. The names of the other agencies that were in the fray could not be ascertained. Ambience Publicis was the incumbent agency and the media duties for the brand continue to be handled by Group M’s MindShare. As per industry sources, the business is estimated to be Rs 4-6 crore.

The target audience for the brand will be consumers who belong to the upper segment of society and generally indulge in spending on high-end categories such as ‘D’ segment cars, plasma TVs, 3G mobile phones and boutique fine-dines. The mandate for the agency will be to make the brand more affluent and suitable in expression to match the high status of this segment.

SSC&B Lintas, Bangalore, bags Antiquity Cassettes and CDs
GS Shridhar
The media mix will consist mainly of press ads and events and promotions anchored in the lifestyles and interests of the target consumer. Outdoor advertising will not be used, while the use of a TV commercial may depend on the brand requirement at a later stage.

Commenting on the win, GS Shridhar, branch head and creative director, SSC&B Lintas, Bangalore, says, “We already handle USL brands such as Gilbey’s Green Label Pure Aqua and Royal Challenge. The strategic insight that we presented for Antiquity fell in line with what was required of the brand.”

© 2006 agencyfaqs!

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