Confectionery brand Kopiko looks for creative agency; pitch underway in Chennai

The coffee candy brand Kopiko is looking for a creative partner. The brand belongs to parent company Inbisco India. The pitch was initiated about two weeks ago.

Kopiko is manufactured by the Mayora Group, one of the largest confectionery manufacturers in Indonesia and Thailand. The group has a worldwide sales and distribution network, and in India, Inbisco India is the sole distributor for its products.

Advertising spends for the account is pegged at Rs 2-3 crore.

The pitch is currently underway in Chennai. So far, two Chennai-based agencies -- Law & Kenneth and Interface Communications -- have been approached.

Apparently, two rounds have already been completed, and two more are in the pipeline. The result is expected within a month.

In the past, the brand has been active on television, as well as in the BTL (below the line) space. The Kopiko spokesperson informs afaqs! that the brand plans to advertise heavily on television.

In August 2008, the brand was launched in Chennai. With this move, Inbisco entered the Indian confectionery market through direct foreign investment. Since then, the product has been available in Tamil Nadu and Kerala. Now, however, the authorities plan to expand the market for the product across the entire southern zone. The objective is to establish Kopiko's presence in all key South-Indian states by the end of this year, and then move on to a pan-Indian presence by 2012. The creative pitch is in tandem with this plan.

Currently, Kopiko is positioned as 'the candy bar that makes you stay awake'.

Besides Kopiko, other products on the Inbisco portfolio include Danisa sandwich biscuit, Danisa butter cookies, and Choki Choki chocolate paste. Inbisco's products are distributed in more than one lakh retail outlets in South India.

Recently, Kopiko was in the news for its exhibition at the National Convenience Show at Birmingham. The show was held between February 27 and March 1, 2011.