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The development is the result of a multi-agency pitch initiated in January. The size of the account is estimated at Rs 7-8 crore.
The Kolkata-based Merino Group, which owns the brand Vegit, has appointed Publicis Capital as its creative agency. The media mandate for the group has gone to Publicis Group's media outfit, Zenith Optimedia (ZO). Prior to this, the brand Merino was handled by AB&M Communications. The Vegit brand was initially handled by Brand Curry Communications but as of now, there was no ageny working on the brand.
The Merino Group, which has been around since 1968, deals in building-interior products, such as laminates, plyboards, ready doors, cubicles and acrylic counters. The company also owns the FMCG brand Vegit, which is into dehydrated potato flakes and snack mixes.
The company now plans to announce its leadership status in the building-interiors category, and also intends to steadily build its product portfolio and market share in the snack-foods category, which it had entered in 2005. Merino Group also plans to consolidate all its sub-brands under the mother brand Merino, except the FMCG brand Vegit.
The media activities will take some time - it will start after the first quarter of the coming fiscal. Kamal K Mishra, AGM, marketing, Merino Group and Vegit, says, "The task is to first define a proper brand-building strategy for each brand and then go public with the creatives."
Hemant Misra, chief executive officer, Publicis Capital, says, "We have developed a fantastic rapport with the company, and it has helped us to understand the brand better."