Gitanjali Group has been realigning its creative agency for two of its brands. The group has decided to hand over Asmi brand to PerceptH from JWT India. PerceptH has also been assigned the creative mandate for newly launched Shuddhi Jewels, a joint venture between Gitanjali Group and MMTC Ltd. The cumulative account size for the two brands is estimated in the range of Rs 14-15 crore.
Sharda Uniyal, General Manager, Gitanjali Group, has confirmed the development to exchange4media. She said, “In regards to Asmi, we had been looking at a fresh perspective and asked PerceptH to share some ideas on trial. We like their work and hence, decided to bring PerceptH on board for Asmi.”
Regarding Shuddhi Jewels, Uniyal explained, “Shuddhi Jewels is a joint venture between the Gitanjali Group and MMTC Ltd. It is a first of its kind chain of stores offering contemporary creations and traditional ornaments in pure gold.”
There was no multi-agency pitch involved and the appointment was decided purely on the basis of credentials. Prachar Communications continues to handle the media buying and planning business for the group.
There are various brands under the flagship of Gitanjali, which include Nakshatra, Gili, and Asmi, among many others. The group also has a roster of agencies that handle its creative mandate for these various brands. For instance, JWT India handles Nakshatra, while Gili is handled by AMO Communication. Now, PerceptH is added to this list.
Gitanjali Group is a corporate with interests in diamond jewellery, retail and lifestyle businesses. In the core is the diamond jewellery segment that the group has strategically integrated across the value chain. It has a strong presence at every level of the business, right from sourcing diamonds to retailing their products through a vast network of self owned and franchised stores. The Group also has a successful track record in internationally recognised branding and marketing campaigns as well as retail outlets that cater to the end consumer.