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Gitanjali Group brings Percept/H on board for jewellery brand Asmi
JWT, the incumbent agency on the brand, will continue to work on the group's others brands such as Nakshatra, D'damas and Sangini
Percept/H has been awarded the creative mandate for Asmi, one of the premium jewellery brands owned by the Gitanjali Group. The account was won without a formal pitch process.
The company, which works with multiple creative agencies so as to not burden a single one with excessive responsibilities, brought Percept/H on board looking for a fresh outlook for the brand. JWT, the incumbent agency on the brand, will continue to work on Gitanjali's other brands such as Nakshatra, D'damas and Sangini.
Talking to afaqs!, Shardah Uniyal, general manager, marketing, Gitanjali Group, says, "As a policy, we work with different agencies. It is not the case of one agency against the other. Percept/H came up with a refreshed perspective from an execution point of view that seemed clutter breaking."
Work is in progress on a 360 degree campaign for Asmi. Uniyal insists that the positioning of the brand will remain the same.
Commenting on the win, Prabhakar Mundkur, chief executive officer, Percept/H, says, "We are small enough to be nimble and aggressive. Besides, jewellery is also a very interesting category to work on."
Established in 1966, the Gitanjali Group's activities are spread across the entire value chain, from sourcing and processing rough diamonds to manufacturing, branding and retailing gold and diamond jewellery. Gitanjali Gems, a part of the group, is one of the significant players in the diamond and jewellery businesses in the world.
The group launched Gili, the first branded jewellery line in India, in 1994 and besides Asmi, Nakshatra, D'damas and Sangini, it owns other brands such as Maya, and Dia and Rivaaz targeted at entry level customers in Tier II cities.
The group also plans to launch more brands on a continuous basis, tapping specific consumer segments, says Uniyal.