Nandana Das

Crayons witnesses major restructuring to celebrate silver anniversary

The agency has announced the launch of five specialist agencies, all integrated under the mother brand Crayons Communications Group, now with a new logo.

Crayons Advertising has completed 25 years of its existence, and has gone through some major restructuring and image makeover.

The agency has announced the launch of five specialised agencies, all integrated under the mother brand, Crayons Communications Group. The new agencies are Melon Media, Amber Out Of Home, Ultra Violet Digital and Jade Events, while Crayons is now a full-fledged creative agency.

Crayons witnesses major restructuring to celebrate silver anniversary
As part of its makeover, the agency has got a new logo which is rather colourful. The different letters of the word Crayons have been written in blue, green, yellow, purple, pink and red. These vibrant colours depict the energy and stylish nature of the agency. The new logo also portrays the cohesive nature of the agency and that it is a hub of a multitude of ideas.

Talking to afaqs!, about the restructuring, Kunal Lalani, managing director, Crayons, explains, "When we started our operations 25 years ago as a 360 degree agency, the demands of clients were different. Over the years, the change in industry dynamics and client expectations led to the restructuring. Today, the client wants specialised servicing and strategic business units (SBUs) to facilitate their business. Hence, we had to design separate arms which could concentrate on creative, media, digital, out of home, and events separately."

Lalani further clarifies, "This also means that if we are serving a client creatively, it may or may not be the case that the company is also one of our clients in the out of home, media or digital arm."

After the restructuring, the company is also planning to bring about a change in its pitch process. Earlier, the agency used to go to clients with a 360 degree solution, but now, they will have a more specialised approach like creative, media, digital and out of home.

Crayons witnesses major restructuring to celebrate silver anniversary
Each of the specialist agencies will be headed by separate chief executive officers (CEOs). The agencies' media arm Melon, has already got Gopinath Menon as its co-founder and CEO. The agency will soon appoint new CEOs for its other arms, as well.

Having more than 20 years of experience in various aspects of advertising such as planning, strategy, buying and execution, Menon has worked with agencies such as Mudra DDB, Lowe Lintas, Leo Burnett and TBWA.

Talking to afaqs! about his plans with Melon, Menon says, "I want to service a range of clients right from the small ones to the biggies, and give them some identity in the market. Melon would work towards setting up benchmarks of accountability and try and get better return on investment (RoI) for the clients."

Right now, Crayons has its offices in Delhi, Mumbai, Chennai, Kolkata, Jaipur, Chandigarh, Thiruvanthapuram and Dubai. According to Lalani the agency has no plans to open new offices at the moment. "Opening more offices in new locations is not on the cards right now. There isn't any need. In fact, we are one of the very few agencies which have offices in international locations," he clarifies.

For the record, Crayons Advertising handles the creative duties of the Indian National Congress party of India, Kerala Tourism, Fortis Healthcare, Air India, Indian Railways, BSNL, MTNL, BABA paan masala and zarda, Kohinoor Basmati Rice, Kajaria Tiles, Gulf Oil, and ITC's Fortune Hotels, to name a few.

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