Inter Publicity wins two new businesses – Deli and Calonge

Deli is the brand by Deli-Penrex, an office stationery JV formed by Chinese office stationery company, Ningbo Deli and Mumbai-based Penrex, while Calonge is a Spanish handbags and accessory brand

Inter Publicity has added two brands to its kitty. It has won the creative duties for Deli, the brand by Deli-Penrex, an office-stationery company; and Calonge, a Spanish handbags and accessory brand.

Ningbo Deli, the Chinese stationery company entered India in April 2004 through a joint venture (JV) with Mumbai-based Penrex to form Deli-Penrex Stationery.

Penrex Stationery has been in the writing instruments and stationery industry in India for more than half a century; it is the sole marketing agent for Deli products in India since 2004.

Calonge is a brand of premium hand-braided leather accessories and was launched in India last year.

Mufazzal Hakim Penwala, managing director and chief executive officer, Deli-Penrex Stationery reveals that the company, which has a range of about 700 products, will look at promoting the brand through outdoor, print and radio.

Calonge's franchisee in India, Ramesh Panjabi, tells afaqs! that the brand is targeted at women within the age group of 25-45 years. Therefore, till now, Calonge has utilised print media to communicate about its products and plans to continue with this.

Calonge has outlets in four Indian cities -- Mumbai, Delhi, Bengaluru and Chennai.

Gaurav Mehra, CEO, Inter Publicity, talks about the strategy for the two brands. "Deli Stationary is primarily targeted to the corporate consumer and discerning individual who appreciate quality brands. The brand strategy is essentially aimed at filling the existent vacuum in the branded lifestyle stationary space, with a suitable positioning of the brand as the only premium lifestyle stationary brand giving a first time experience of the entire range of stationary consumables under one roof at one go. In short, the experience comes complete as a high-end stationary supermarket. Various above-the-line (ATL) and direct marketing activities are being planned to support the same."

He adds,"Calonge being a high end fashion handbags & accessories brand, the strategy is to associate with high end fashion events like the fashion weeks and product communication through limited but effective use of ATL (essentially fashion & lifestyle magazines/dailies and strategically placed ooh media in and around the store locations). Also planned are in-store promotions like wine & cheese afternoons to introduce the new collections from time to time."