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Equus Red Cell adds Travel Masters India Corp account to its kitty

29-May-2010
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Equus Red Cell adds Travel Masters India Corp account to its kitty

Equus Red Cell Mumbai has recently won the creative duties of Travel Masters India Corporation (TMIC), a brand of Travel Masters India. Equus will also be responsible for formulating the marketing strategies for the brand.

The size of the business couldn’t be ascertained at the time of filing the report. There’s no incumbent agency as it’s the first time that the client has hired an ad agency.

Confirming the win, Swapan Seth, CEO, Equus Red Cell, said, “It’s a top-of-the-line travel brand with tremendous expertise. The work that won us the business smacks of certain sophistication, as does the brand. So, there is a meeting of minds, and not just a culmination of contracts.”

Rahul Sarkar, Vice President & Branch Head, Equus Red Cell Mumbai, added here, “Over the past few months, the most exciting win has been that of the TMIC business. It is a brand that we always wanted to work on and now that we have the opportunity, we will give it our best.”

Speaking on the reason why Equus was chosen as the creative agency, Jaiprakash Rengarajan, Head of Marketing, TMIC, said, “After reviewing various agencies, we felt that Equus not only provided the most creative output, but it was in tune with our sensibilities and understood what our brand is trying to do. Let’s just say that Equus turned out to be most-suited to our needs.”

“Equus has had a historical perspective in understanding the travel business with our cross-category experience over hospitality and airlines. We believe TMIC will gain from our experience in creating communication that will compete directly with the big lads. It is perfect for us and fits in with our challenger personality,” Seth added.

TMIC was born from Travel Masters, an organisation that over 20 years has established itself as a total travel management corporation, with a turnover of Rs 80 crore and a complete range of travel solutions. Travel Masters was later rechristened TMI and has now explored new business boundaries under the brand name TMIC. From film production to specialty tours, and from custom-made holidays to MICE tours and family holidays, TMIC provides a whole range of services.

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