The win is the result of a multi-agency pitch that was held in Bengaluru over the past month-and-a-half. The new brand will be launched in the market, shortly.
The result of ITC's chewing gum pitch is out. The account has been awarded to JWT.
When contacted, Rajesh Gangwani, senior vice-president and head, JWT Bengaluru, confirmed the news to afaqs!. "We have won the mandate for an ITC product in the confectionery space," he confirms.
The pitch process was held in Bengaluru and several leading agencies with a strong presence in the Southern market, participated in the process. According to industry sources, part of the brief given by the ITC authorities was to coin a name for this yet-to-be-launched product. Sources go on to inform that towards the end of the pitch, the competition was down to Grey Bengaluru and JWT Bengaluru.
The agency is yet to actively begin work on this account. The marketing strategy, launch and roll-out plan for the product are details that are yet to be frozen.
Currently, ITC has several agencies on its creative roster. Law & Kenneth handles the creative duties for ITC's Vivel soaps and the Fiama Di Wills range of soaps, gels and shampoos, while Mudra handles communication for Vivel shampoo. Optima (Chennai) has also worked on communication for Vivel's soaps in the recent past.
Meridian handles the soap brand Superia.
Communication for confectionery products Mint-O Fresh and Sunfeast cookies is being handled by Draftfcb Ulka.
Ads for the instant noodles offering from Sunfeast - Yippee Noodles - and the popular chips brand -- Bingo -- are being handled by Ogilvy India.
The media mandate for the ITC account currently lies with Madison. The agency handles the entire ITC portfolio, across all verticals.