afaqs! news bureau

TBWA is Angel Broking's creative agency

The agency has won the business following a multi-agency pitch; the account is worth Rs 20 crore

TBWA India has bagged the creative duties for Angel Broking, an Indian stock broking and wealth management house. The account is estimated to be in the region of Rs 20 crore.

The agency won the account following a multi-agency pitch, which saw the participation of JWT, Lowe, Rediffusion DY&R, Ambience Publicis, RK Swamy BBDO and Leo Burnett, to name a few.

Communications is an integral part of Angel's business strategy, and the agency will provide brand and image management consultancy to the group companies. TBWA's job is to position the Angel brand as a complete wealth management house – a one-stop shop for clients’ financial needs.

In line with the evolution of Angel into a complete wealth management house, TBWA will work on an image management plan for it. This initiative is part of the company's aggressive expansion plans to penetrate and dominate the investment advisory market over the next couple of years. The agency will assist the company in introducing a customised range of innovative financial products, and in giving these products a larger and wider audience.

In a release to the media, Dinesh Thakkar, chairman and managing director, Angel Broking, says, "Our inhouse team of communication experts has done an excellent job of creating and managing the Angel brand. We are now getting ready for the next stage of growth, where we want to share our corporate vision of providing world-class personalised services to a larger audience."

"Our core management and our marketing and backend teams are in place and are working diligently to take our expansion plans further. We were looking for a partner who could understand us and the changing dynamics of the industry, to give an added impetus to this endeavour. TBWA demonstrated that it had this understanding. TBWA and Angel got together for a ‘disruption day’ and the results of the workshop were encouraging and interesting. We look forward to a really great partnership," he adds.

Angel Broking was set up in 1987 by Dinesh Thakkar, and today, has an absolute focus on individual investors. It has a nationwide network of 164 branches, catering to more than 5.1 lakh clients. The company has been on a roll over the past year, with 100 per cent growth, which it expects to sustain over the next couple of years.

The company’s strategy will be to strengthen its position in the Northern states of Uttar Pradesh, Punjab and Rajasthan as well as in the South, along with reinforcing its stronghold in the Western region. Angel Broking plans to roll out more than 100 new branches in the coming year and penetrate some 100 Tier 1 and Tier 2 cities.