Monte Carlo picks Bates 141 as its new creative agency

Monte Carlo picks Bates 141 as its new creative agency

Author | Preeti Hoon | Tuesday, Jul 20,2010 8:55 AM

Monte Carlo picks Bates 141 as its new creative agency

Bates 141 has won the entire Monte Carlo account comprising the Monte Carlo, Alpha and Canterbury brands. The win comes on the back of a multi-agency pitch that saw the participation of nine agencies, including Law & Kenneth, Publicis, and Saatchi & Saatchi, besides Bates 141. It is learnt that JWT, the incumbent agency, did not take part in this pitch. The agencies were asked to present ideas on how to take brand Monte Carlo to the next level.

Industry sources have pegged the account size in the region of Rs 15-20 crore. The account will be a 360 degree initiative involving print, TV, BTL and OOH campaigns.

Commenting on the pitch, Monica Oswal, Executive Director, Oswal Woollen Mills Ltd, said in a prepared statement, “It was overall a 360 degree creative approach which the agency had presented and that helped them to get shortlisted for brand Monte Carlo.”

Reacting to the win, Sandeep Pathak, CEO, Bates 141, said, “This is a great win for the Delhi office. Monte Carlo is an iconic brand in India.”

Vaasu Gavarasana, EVP and Office Head, Bates 141 Delhi, added here, “We made a passionate pitch with ideas beyond 30 seconds to win the pitch. We are also lucky to have the best team in Delhi with Sambit as ECD, Vijay Simha and Rajesh Gola as Creative Directors and Sailesh Wadhwa as Planning Director. We are proud of this win.”

Monte Carlo had called for a pitch for the creative business more than a month ago. It may be recalled that in October 2008, the account was won by JWT.

Oswal Woollen Mills Ltd is the flagship company of the Rs 2,500-crore Nahar Group and owns the Monte Carlo and Canterbury brands. The Nahar Group is an industrial conglomerate with a diversified portfolio that includes spinning, knitting, fabric processing, hosiery garments and knitwear.

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