RK Swamy Hansa Group has bagged the communication mandate for Tractors and Farm Equipment (TAFE). RK Swamy Media Group is entrusted with all media planning and buying. The incumbent on the business are Maitri and Madras Advertising.
The pitch presentations spread across the last few months were from eight national and regional agencies over several rounds of credentials, strategy, creative, media, events, CRM and analytics. The decision was initially narrowed down to RK Swamy Hansa Group, Lowe and JWT and then later to JWT and RK Swamy Hansa Group.
Commenting on the win, VV Vijay Gopal, President (South and East), RK Swamy BBDO said, "The collective expertise and deep insights that various entities of the RK Swamy Hansa bring, is what enabled this win. Our task will be to enhance the equity the client has on Massey Ferguson Tractors, Engines, etc. and deliver a unique customer experience.”
Hansa Cequity and Social Rural Direction, the specialist division of RK Swamy BBDO were critical partners with the creative agency during the pitch stage. Social rural direction with its strong understanding of the rural market and strong network will develop strategy as well as implement the rural marketing programs and events for TAFE across different states. Hansa Cequity will provide focused CRM and analytics programmes to enhance pre-sales and post-sales experience.
Adding to it, Gopal said, “Hansa Cequity will also leverage the power of data, analytics and insight-driven campaigns to every customer interaction. Hansa Cequity will further manage the Massey Ferguson customer relationship centre which will deliver a seamless, coordinated, consistent experience for the brand.”
RK Swamy BBDO will orchestrate the entire exercise of building the brand Massey Ferguson. The agency will be the single point contact to the client. While the agency’s main focus will be on strategy planning and creative execution for both ATL and BTL requirements, it would also ensure that all the divisions work in unison with the brand strategy to create the synergy for the brand.
The RK Swamy Hansa Group comprises of RK Swamy BBDO, RK Swamy Media Group, RK Swamy Social Rural Direction, Hansa Customer Equity, Hansa Research, Hansa Events, Hansa Medical Communication, Hansa Retail ID, Hansa Public Relations and Hansa.