Top Story

e4m_logo.png

Home >> Account Movement >> Article

Pulp Strategy bags Barista Lavazza

28-February-2012
Font Size   16
Pulp Strategy bags Barista Lavazza

Pulp Strategy Communications Pvt Ltd has won the Barista Lavazza account following a multi-agency pitch held in Delhi. The pitch process began at the end of 2011. The agency has already commenced work on this account from this month.

Pulp Strategy’s Delhi office will handle the account from a strategic business planning and perspective. Ground operations for activation/ implementation will extend pan India.

Explaining what tilted the decision in their favour, Ambika Sharma, Managing Director & CEO, Pulp Strategy Communications said, “Our strength comes from social media integration with on-ground activation and an understanding of retail consumer behaviour. This allows us to approach the business holistically and cross leverage initiatives by the brand.” This in fact, she explained, would be their primary focus to take Barista Lavazza a step ahead in digital promotion.

Commenting on where brand Barista Lavazza stood for today, Sharma said, “Barista Lavazza has managed to capture the loyalties of many, elevating the experience of coffee to a lifestyle.” She added, “Its leadership position can be attributed to a remarkable expertise in specialty coffee, coupled with a sound technical competence, an ever-evolving delightful retail experience,”

As for the possibilities for the brand, she elaborated, “The possibilities are endless, with many facets related to the interactive playing out in digital as well as activation perspective. I believe that the work in the months to come will best showcase the approach.”

Sharma refused to divulge the account size, but was quick to reveal that “the platform for consumer interaction is very large.” He further concluded, “In a very short while, it is clear to me now, that the consumers love their Barista in all its forms and that makes the future very exciting and ever evolving.”

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign