Following a multi-agency pitch that included four agencies, Akshara Advertising, Bangalore, has bagged the Plantation Trails account. Plantation Trails is Tata Coffee’s latest offering, where the advertiser has converted its plantation bungalows to resorts, thus giving visitors a complete plantation experience. While the value of the account is not known, it is expected to grow as more locations get added.
Anand Siva, COO, Akshara Advertising, said, “The product is unique, very exclusive and has a niche market of its own. We therefore focussed clearly on delivering maximum impact through novel means.”
On the promotional activities that would be undertaken, Siva explained, “B2B direct marketing, online presence and e-tools will be the larger canvas for the product, and our experience and expertise in this arena perhaps gave us the edge.”
Akshara Advertising has been offering specialised services in this area to IT majors like Intel and Nortel. Work is already underway for Plantation Trail, and marketing efforts are expected to commence by end of the month.