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.”