Alokananda Chakraborty

Prachar Communications bags new business worth Rs 8 crore

Wins include the accounts of premium luggage brand Echolac, television network brand MAK, and the media duties for Polar Fans

The Rs 125-crore Mumbai-based Prachar Communications has reported new business gains worth Rs 8 crore, over the past month. The accounts that the agency has added include the media duties for Polar Fans (the creative account is with Equus Red Cell), and the consolidated advertising businesses of premium luggage brand Echolac, soon-to-be launched television network brand MAK, and Duroturf doormats.

Speaking to agencyfaqs! about the wins, a senior executive at Prachar reveals that the agency picked up the Rs 2.5-crore Echolac account following a three-agency pitch. "Echolac has been available in the grey market for some time now, but now the brand has entered India in a marketing tie-up with PNP Polytex," reveals the executive. He adds that the brand's all-India launch is scheduled for early October. "We have already shot a commercial for the brand, which should go on air around the time of the launch," he says, refusing to add anything about the nature of the communication. For the record, the Echolac brand belongs to Kodama Chemical of Japan, and is one of the leading international luggage brands, along with Samsonite and Delsey, both of which have already entered the Indian market (Delsey is marketed locally by VIP Industries).

The agency has won the MAK account too on the back of a pitch, though details are not forthcoming. "MAK is basically a network that is launching in India with a bouquet of six channels," says the executive. "The bouquet consists of one ‘general entertainment' channel, one music channel, a channel that will focus exclusively on fashion and style, and one regional channel each for Sindhi-, Bengali- and Telugu-speaking audiences." He confirms that the network, which is being beamed out of Singapore, will go on air "in October".

Vis-à-vis Duroturf, the executive says that the Rs 2-crore account (which was previously with Mindware Communications) came to the agency "following a creative and media pitch". The Duroturf brand of ‘specialized doormats' is being marketed by a division of Time Packaging Group, marketers of Regal moulded furniture. And on the Polar Fans media win, he adds, "We are also pitching for the creative part of the business, and hope to get that too."

The 10-year-old agency - which prides itself as "one of the most aggressive and competitive media buyers" - has a sizeable portfolio of clients, including Emami Ltd (Prachar handles the group's entire media business, and also has the creative accounts of some Emami and Himani brands), and Lux Undergarments. he agency also handles the media accounts of ADD Pens (the creative duties moved to Ambience D'Arcy recently), Todays Pens, Tips Music and Sony Music. The agency also buys for Archies on a few TV channels. © 2002 agencyfaqs!

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