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Inbisco choses TBWA as creative partner to spearhead growth

02-August-2011
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Inbisco choses TBWA as creative partner to spearhead growth

Inbisco, the Indian arm of Indonesian food giant Mayora Group, has assigned the creative duties of two of its brands Kopiko Coffee Candy and Go Choco to the Chennai office of TBWA\ India following a multi-agency pitch.

With strong presence in the Southern markets, Inbisco now plans to roll out its products pan India and create a national presence. The whole Inbisco account would be handled by Chennai office of TBWA\ India.

The pitch was called in the month of July and saw participation from agencies like Law & Kenneth, Interface and Euro RSCG, besides TBWA\. Though not on a very large scale, but the creative duties for the brands were being handled by Crayons earlier.

Commenting on the reason behind choosing TBWA, Tomas William, Country Manager, Inbisco, said, “These brands are significant for us to consolidate our presence in India and we are keen to follow these up with a larger portfolio of products. TBWA\India’s philosophy of Disruption resonated with what we are aiming to achieve. The thinking and passion demonstrated by the TBWA team was what we were looking for.”

Reacting to the win Nirmalya Sen, Managing Director, TBWA\ India, said, “A chance to work on the world’s No. 1 coffee candy. How cool is that! Both the brands assigned to us are from categories that have seen limited success and have to be created, making them plum strategic challenges.”

Commenting on the activities planned, Arindam Sengupta, VP South, TBWA\India, said, “This win gives us a fantastic opportunity to create some disruptive work in two very exciting categories. Needless to say, given the audience, these brands have to embrace new media in a significant way in addition to ATL, in-store and brand activation.”

Kopiko Coffee Candy is a best seller in over 50 countries for more than 30 years, while Go Choco is a chocolate-enrobed sandwich biscuit.

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