N. Shatrujeet

Enterprise bags Rs 2.5-crore Godrej office equipment business; adds Air Mauritius

Enterprise Nexus’ Mumbai office has picked up the advertising account of Godrej’s office equipment business following a multi-agency pitch

Close on the heels of the shrouded-in-mystery "project" for suiting brand Vimal, Enterprise Nexus' Mumbai office has picked up the advertising account of Godrej's office equipment business. The account, valued at roughly Rs 2.5 crore, has been awarded to the agency following a multi-agency pitch that also had the likes of Euro RSCG, TBWAAnthem and Percept Advertising in the fray. The account moves from MAA Bozell.

For the record, till very recently, Godrej's office equipment division - known by the name Godrej Prima - consisted of two business groups. While the first dealt in information and presentation solutions (such as high-end conferencing products, LCD projectors and fax machines) the second dealt in products related to photocopying solutions. However, towards the end of April this year, the two business groups were merged into a single entity under the name, Prima Communication Solutions.

"The two groups were essentially providing communication solutions to consumers, so we saw merit in combining the two," a Prima Communication Solutions spokesperson told agencyfaqs!. "As both groups address the same consumer base, we are, in the process, able to achieve better efficiencies. And the merger gives us better competitiveness in the market."

As it turns out, the merger of the two groups also drove Prima to seek a new agency. "We wanted an agency that could meet the combined objectives, and also bring a fresh perspective to our advertising," says the spokesperson. Commenting about Enterprise's selection, the spokesperson adds, "We wanted an agency that was creative. But equally important was the need for one that was fast on the rebound. Prima deals in a lot of traded products (products not manufactured by Prima, but retailed through representation), so response time is a critical component. And we also wanted ideas that could stretch the rupee more. Enterprise scored high on all counts."

When it comes to advertising, Prima has not been very ‘visible' in the media. And whatever little exposure there was has been limited to print. "They've never really done a lot of mass communication," admits Anil Sanjivan, executive director, Enterprise Nexus. "They've always maintained a low profile. But now there is a strong thrust for pushing products aggressively." The Prima spokesperson also maintains that the company will "focus a lot more on advertising".

For Enterprise, this is the second Godrej win in six months - the first being the Godrej Locks account. The agency has also won the "smallish" Air Mauritius account, which it will be servicing jointly with Rumi Mistry Associates. "We've picked up significant businesses across all our offices," says Sanjivan. "Enterprise is certainly back on the fast track." © 2002 agencyfaqs!

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