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Luminarc lines media with Mindshare; Idiom bags creative biz

19-July-2011
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Luminarc lines media with Mindshare; Idiom bags creative biz

Luminarc, the tableware manufacturer from the house of Arc-International, that manufactures products under various categories like drinkware, dinnerware, decoware, kitchenware and hot drinks, has rested its media and creative duties with Mindshare and Idiom Communication, respectively.

The duties have been awarded following a multi-agency pitch process that began in April 2011. While both media and creative for the brand were being handled by a single agency earlier, separate agencies have been hired for the same for the new campaign. With strong focus on print, the campaign is already out in leading newspapers across India.

Speaking on the idea behind the new campaign, Mayank Sharma, General Manager, Indian Sub-continent, Arc International, said, “The idea is to establish Luminarc as a global brand of French origin, which is now available in India at an affordable price. With this campaign, we urge the consumers to enhance their at-home dining experience with our vast range of tableware categories. Since India is an important market for us and it has huge potential for growth, we have increased the marketing budgets to over 50 per cent from last year. We have developed new marketing and advertising strategies to increase our presence in the market and are positive about the response to the same.”

Luminarc is also planning to launch new products in the market before Diwali, leveraging the festive celebrations to reach out to the consumers. While the brand has been in India for more than a decade, it is principally visible through its on-the-shelf presence and not advertising.

Idiom Communication plans to address the same. Kunal Majumdar, Director, Idiom Communication, divulged, “While strategy and creative were deciding factors for us for winning this account, what I presume mattered most was our honest assessment of the brand and the solutions thereof. Our first campaign is already out in print. Besides, we are doing POPs and visual merchandising too for Luminarc. It’s great to be associated with a brand of French origin. The story on this French connection has just begun. Idiom will surely play a significant role for it to unfold in India.”

For the record, Arc International maintains its place in the Indian market through a portfolio of brands which include Luminarc, Crystal D’Arques, and RAK in the consumer goods segment, and Arcoroc and Chef & Sommelier in the food service segment. With these brands, the group offers to its customers, innovative and high quality products researched and developed to suit the varying preferences across the country. The Group has plans of launching two new collections – called Diamax and Zenix – in the year 2011.

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