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AMO bags creative duties of Tatva edible oils

12-March-2012
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AMO bags creative duties of Tatva edible oils

AMO Communications has been assigned the creative duties of Tatva nutritionally enhanced edible oils. Confirming the development, Manish Jain, Director, Tatva said that the company liked the strategy and the creative approach that AMO Communications had presented. A national campaign will be launched in a month’s time and will involve a mix of ATL and BTL activities.

Speaking about brand Tatva, Jain said, “The current health and wellness sector is witnessing a cacophony of brands and claims, with most of them skewed to heart and fitness. Tatva is a relatively new entrant in the ‘nutritionally enhanced’ product category. We are launching 100 per cent organic/ natural products which are beyond basic hygiene. The insights shared by AMO Communications through its creative approach were liked by our team and we are glad to have them as our communications partner for our entire product portfolio.”

The account will be handled out of the agency’s Delhi office.

Commenting on the win, Jitendra Khokle, COO, AMO Communications said, “We are very excited to start our association with Tatva. The brief given to us was very interesting. We always look for nutritional benefits from the products we consume. With Tatva, we had to make the consumers aware about the extra benefits apart from the nutritional rich elements that one can get from the products.”

He further said, “AMO has plans to initiate some aggressive, integrated brand building and positioning exercises through various media activities. Television as a medium will be used selectively and will be niche. The thrust will be on BTL activities involving customer interaction and sampling, besides promotions through ATL (print, OOH and online) advertising.”

The spends for the marketing and promotion for this financial year are yet to be finalised. Jain informed that they would be in sync with the creative strategy.

Other key clients of AMO Communications include Punjab Tourism, Rajasthan Tourism, Sansui, Kelvinator, Era Landmarks, Rubberwala Developers, Elbit Developers, Indian Oil Corporation, Goa Tourism and Jumbo Electronics.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.